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3 MAY 19SS 
30< a copy • $3 a y©ar 




Hitch YOUR Wagon to 

the Iter stations flECE,VE * 

and Watch Your Sales 

&> UP/ 

VITAL Stations 
, 2 Important Markets 
• ing over 3 Million People 


and Getting 


all the 

Check the RATING of your/ Choice 
a MUST BUy Station ! 

tk Iter stations 



At last week's annual 
meeting, 4A's weighed 
client services against 
profits, were cautiously 
optimistic about fall 
spending. Here's why 

Page 29 

Todd Storz 
tackles the 
local rates 

Page 31 

Air media's 
rosy future: 
a population study 

Page 36 

What you 
should know 
about tv film 

Page 40 


*Television Magazine 8/1/57 

One Station Reaching The Booming Upper Ohio Valley 

Mail Pouch and Kentucky Club are two 
of the nationally famous buy-words 
which help contribute to the super 
market value of the WTRF-TV area. 
These and other quality tobacco prod- 
ucts are manufactured by The Bloch 
Brothers Tobacco Company of Whee- 
ling, West Virginia . . . with 500 
employees influenced by the program- 
ming of WTRF-TV ... in an area of 
425,196 TV homes, where 2 million 
people spend 2 l A billion dollars 

316,000 watts NBC 


"I have been working for the Bloch 
Brothers people for 22 years, and it's 
part of my job to help protect the quality 
of our tobacco products. Even away from 
work I'm conscious of quality — in food, in 
clothing, in just about everything. That 
includes TV-viewing, too, which is why the 
favorite station at our house is WTRF-TV." 

wfrt f v 

reaching a market that's reaching new importance! 


^l^^TIJ^X -TV 

Michigan's Great Area Station — Strategically Located 

to Exclusively Serve LANSING- FLINT- JACKSON 

with a Dominant 100,000 watt signal from its new 1023' tower 

located between Lansing and Flint . . . NBC— CBS- ABC 

Represented by Peters, Griffin, Woodward, Inc. 


3 MAY 1958 • Vol. 12, No. 18 




Agency dilemma: What price marketing? 
29 ^' lasl week's annual meeting I As weighed agency services against 
individual client profitability, viewed fall with cautious optimism 

Spot radio tackles the local rates 

31 The Storz stations arc pointing the way to lick the old bugaboo of 
national and local rates that have plagued spot radio over the years 

Net tv: New incentives for clients 

33 Advertisers are looking at new rate cards from two networks — ABC TV 
and NBC TV. In each case discount structures have been changed 

Oona O'Tuna drops anchor in spot tv 

34 ''"' ' :1 -' " '•' 'I'icken Tuna is again fishing the tv waters — this 

Editor and Pu 


3ernard Piatt 
General Manager 

Managing Editor 

Alvin W. Outcalt 
News Editor 

Bon Bodec 

Mfred J. Jaffa 
Evelyn Konrad 
W. F. Miksch 

skipper, Oona O'Tui 

! bringing in the sale- 

Associate Editor 

Russ Carpenter 

Midwest Editor (Chicago) 

Gwen Smart 

Western Editor (Los Angeles) 

I'ete Rankin 
Film Editor 
Beth Drexler Brod 
Assistant Editors Lindrup 
Gloria Florowitz 
Contributing Editor 

loe Csida 
Art Editor 
Irving Kramer 

Air media's bright outlook 

36 Long-term population trends are narrowing market for hard goods in the 
immediate future, but not for soft goods on which radio and tv depend 

Upward viewing trend continues: ARB 
38 Latesl viewing figures for 1958 continue to show increases over last 
year. Here are the latest tv sets-in-use figures as compiled by ARB 

NAB members "challenged" at annual convention 

38 I" Los Vngeles lasl week, NAB members were invited to capitalize on 
the opportunity to editorialize, to help economy and to help themselves 

What you should know about tv film 

40 Basic film facts that every producer and user of tv commercial film 
-hould know. Excerpts from a soon-lo-be-published book on tv advertising 

sponsor asks: How strong will the tv give-away 
show be next season? 

42 ' - lw ' -away shows will be bigger than ever next season, according to 
lour specialists in the held, but change in format seems to be certain 


26 19th and Madison 

5 9 ewe & Idea Wrap-Up 


58 Picture \\ rap-1 p 

46 Radio Result! 

20 Sponsoi Backstage 

68 Sponaoi Hears 

9 Sponsor-Scopi 

76 Sponsor Speaks 

54 Spot Buys 

44 'IVIr 9 e 

76 Ten Second Spots 

17 Timebuyers al Work 

74 \\ and Had,,, Newsmi 

67 Washington Week 

Associate Sales Manager 

lane Pinkerton 

VP-Western Manager 
i.jwin D. Cooper 
Southern Manager 
, leib Martin 
Eastern Manager 

James H. Sho< 

, E. Pei 


i Lee Oncay, Asst. 
Administrative Staff 

Dm i is Bowers 
t-.eo.qe Becker 
Jtmie Ritter 
' lonon Sawyer 

Circulation Department 
Seymour Weber 

r v Cutillo 

i<„ry B. Fleischman 
Accounting Department 
i n ,n<, Oken 
in,,, a Datre 
Readers' Service 



combined with TV. Executive, Editorial, Circu- 
lation and Advertising Offices: 40 E. 49th St. 
H9th & Madison) New York 17, N. Y. Tele- 
phone: MUrray Hill 8-2772. Chicago Office: 
612 N. Michigan Ave. Phone: Superior 7-9863. 
Los Angeles Office: 6087 Sunset Boulevard. Phone: 
Hollywood 4-8089. Printing Office: 3110 Elm 
" Subscriptions: United 

Address all 

•rrespondence to 40 E. 49th St., N. 

1958 Sponsor Publications Inc. 



of all 






in our 






"Within our huge coverage area 2,552,715 people spend $126,133,000 each year in over 688 furniture 
outlets. This represents 21.69 % of all furniture sales made yearly in Canada. Another black and white 
fact proving CHCH-TV serves the richest market in Canada." Source: Sales Management Elliott-Haynes. 
For further information call : Montreal: UN 6-9868, Toronto: EM 6-9236, (S/jfafWlJ/WiJ m F%F 
Hamilton: JA 2-1101, Vancouver: TA 7461, New York City: PL 1-4848, ^fLiHimH* I W 
Chicago: MI 2-6190, San Francisco: YU 6-6769 channel it CANADA 

5:30-6:55 PM 
C/M VIEWERS: 534* 

The finest in film entertainment. A dif- 
ferent movie every evening on Channel 
17, fromWBUF's great Warner Brothers 
and Republic Pictures Library. 

of the week 

The privilege of a station to editorialize — a la the newspaper 
— is still a topic of hot controversy. These views by FCC 
chairman John C. Doerfer, obtained by SPONSOR daring 
his attendance of the NAB convention in L.A.. throw a sharp 
light and broad breath of understanding of the problem. 

The newsmaker: John C. Doerfer has never been one to 
pussyfoot on an issue that concerns both the public and the industry 
weal. Hence, this opening gambit of his in the exclusive interview 
on what are his personal thoughts about broadcaster editorializing: 

"Most broadcasters are showing an unwarranted timidity and a 
fear of public officials that is hampering creative thought in a vital 
medium of communication." 

While equally firm that stations should not use editorial freedom 
in a "loose or irresponsible manner." Doerfer does not feel broad- 
casters should fetter themselves 
"because of proposed Congres- 
sional safeguards which are not 
even needed under the Constitu- 

Doerfer cited as unrealistic the 
proposal before Congress that first 
priority in licensing of a tv station 
should go to applicants not owning 
other media of mass communica- 
tion. However, in his view, in 
cases of joint ownership of news- 
paper and station "there should be 
a distinct separation of editorial •'"'"' ( ■ Doerfer 

policies and staff." 

How would the FCC chairman like to see stations perform their 
editorial function? These are some of his answers: 

• Stations should become more skilled in developing an editorial 
approach to their news gathering. 

• These techniques should be commensurate with their size, facili- 
ties and experience. 

• A small station "should not leap upon a different issue every 
da\ just for the sake of editorializing," but should weigh single 
issues in the light of their importance. 

• Large and small stations should plan a constructive approach 
toward presenting their views, rather than pell-mell attack — using 
techniques that would give stations a "wall of independence, bounded 
|p\ their own responsibility." 

Doerfer- closing moral: "When you deny the right of broadcast 
media to editorialize, you are not only separating creativity and 
judgment in news reporting and challenging Section 326 of the 
Communications Act and Article One of the Constitution, but flout- 
ing a basic right." ^ 

[See Sponsor Speaks, !«'! March, Shall a station editorialize?) 

First to buy Paramount . . . 
all 700 Feature Films . . . 

KETV, Omaha's Leading Movie Station* 

• 40-plus Bob Hope 
and/or Bing 
Crosby Pictures, 
including "The 
Road" Pictures 

• Jack Benny 

• Cecil B. DeMille 

• Shirley Temple Hits 

• For Whom The 
Bell Tolls 

• Lost Weekend 

• Wake Island 

• To Each His Own 

• and hundreds 
of others. 

*Feb. '58 ARB gives leadership to KETV's 9:35 PM Movie Masterpiece. 
21.0 average rating all week. Omaha's highest-rated movies, including 
Warner's, RKO, Columbia, Selznick, and United Artists. 

Leadership Guaranteed 

KETV didn't buy the Paramount package to gain 
leadership — KETV already has leadership. But now 
KETV's movie lead is guaranteed for years to come! 


Contact Ijlij at once for remaining availabilities. 

basic fabe] 


' Eugene S. Thomas, V. P. & Gen. Mgr. 

On a cost-per-proof -of -purchase, or actual sales, or any other 

basis of measurable results-yes, including ratings, too- 
WMGM produces action at the lowest cost of any 

radio station in the New York metropolitan area. 

\X\e ' 

<e* & 

:S* S 

tation in town • 50,000 watts 




hear is wmgm 

WMGM— The Metro-Goldwyn-Mayer Radio Station in New York— 1050 kc 
400 Park Avenue Phone MUrray Hill 8-1000 

The Man in the KPRC-TV Shirt 

A DVERTISING MEN are beginning 
■**-to realize that it is ridiculous to 
spend time, talent, and money on hand- 
tailored advertising campaigns and then 
spoil the effect by placing this custom 
advertising on ordinary television sta- 
tions. Hence the growing popularity of 
KPRC-TV in Houston, Texas, which is 
in a class by itself. 

KPRC-TV advertising wears infinitely 
longer — a matter of many months. It 

makes your products and service more 
attractive and more distinguished because 
of the subtle methods of presentation. 
The whole manner is more generous, and 
therefore, more comfortable. Short pauses 
are just a little longer and stay in your 
mind. Even the station-identifications 
have an ante-bellum elegance about them. 
Above all, KPRC-TV makes up its 
daily telecasts from remarkable sponsors, 
collected from the four corners of the 

nation. You will get a great deal of satis- 
faction out of being in the company of 
other advertisers of such impeccable taste. 
KPRC-TV is run by a small company 
of dedicated television men in the 
City of Houston, Texas. They have been 
at it, man and boy, since 1949- You'll 
find all the pertinent data in SRDS, 
or write to Jack McGrew, Station Man- 
ager, or Edward Petry & Co., National 

Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 


3 MAY 1958 

Cwyrlfht l»M 

Business continued to perk nicely this week for national spot tv. 

The biggest buy came out of Benton & Bowles: Shick Shaver in about 100 markets. 
The campaign apparently is pointed to the graduation trade. 

Other buying activities included P&G's Joy (Burnett), Parker Pen's T-Ball Jotter 
(Tatham-Laird), General Foods' Kool Shake (FCB Chicago), Tide (B&B), Ivory (Comp- 
ton), and P&G's Whirl (B&B). 

Incidentally, Rinso is testing a liquid soap in Texas. 

(See Chicago Report in SPOT BUYS, page 54, and WRAP-UP, page 59, for more on tv 
spot. ) 

National spot radio on the other hand had a comparatively quiet week. 
The market lists were limited, and the accounts included Del Monte, Roi Tan Cigar, 
Swansdown Cake Flour, and Arrid. 

One of the top agencies has devised a tactic to counter the rating madness that 
tv columnists supposedly incite among network advertisers. 

The stratagem is to ask the client to forget for a moment the ratings quoted with disdain 
by the columnist and answer for himself this question: In what other medium — for the 
same expenditure — could your advertising message reach an audience of 7 to 10 
million households? 

Adam Young soon will be circulating a Pulse audience composition study to refute 
NBC Radio's argument that teenagers dominate independent station listening. 

The breakdown was based on audiences from 6 a.m. to 6 p.m. of independent stations 
that rated first, second, or third in 10 major markets. 

The adult audience by quarter-hour for such stations in all 10 markets averaged 

The highest teenage figure in any market was 25% 

The tv networks picked up quite a number of sales the past week, but com- 
mercial schedules for the fall are still slow in taking shape. 

The main reason for this: The bellwethers are taking their time deciding on what 
shows they want and where they want them. 

Here's a quick rundown of how some of the major tv sponsors stand network-wise: 

GENERAL FOODS: Decided on the Ann Sothern show as a replacement for December 
Bride on CBS TV Monday night, but has yet to lock up its plans. 

BROWN & WILLIAMSON: Will have Naked City on ABC TV Tuesday 9:30 and is 
cogitating over what to place on NBC TV Monday 9:30. 

COLGATE: Will stick along with Millionaire and Thin Man and probably spot Dotto on 
NBC TV Tuesday 9 p.m. 

OLDSMOBILE: A lineup of 225 stations on ABC Tuesday 9:30 with a half-hour show 
starring Patti Page. 

P&G: Will share a minute each with Ralston and Miles of The Rifleman (ABC TV 
Tuesdays) , while Ralston and Miles will take a minute each of Leave It to Beaver on the same 
network Fridays. 

QUAKER OATS : Considering Donna Reed Show Wednesday nights on ABC TV. 

SPONSOR • 3 MAY 1958 

SPONSOR-SCOPE continued. 

Elgin Watch is in the market again this season for a pre-Christmas campaign 
via JWT. 

The focus is on participating in a special, but the buy could be into several regularly 
scheduled network programs. 

Ted Bates is now the anchor — or coordinating — agency for American Home 
Products as well as the Colgate account. 

Oilier anchor agencies for top-rank package accounts: J. Walter Thompson for Lever; 
Compton for P&G; Rcnton & Bowles for General Foods; and Y&R for Bristol-Myers. 

Don'l be surprised if the multi-program concept introduced by the Ford Road- 
show on CBS Radio is reflected in the fall planning of 7-Up. 

Ted Jardine, who heads the account for JWT, was in New York this week to lay the 
groundwork for ;i radio network spread along Roadshow lines. 

CBS TV and NBC TV are under pressure from a number of accounts for ad- 
vance information on just how many periods the network propose to preempt for 
specials during the coming season. 

The reasons they give for this insistence: 

• Vdvertisers don't like the idea of being vague about such preemptions when the sea- 
son s contract is consummated. 

• The agencies need this information to make the network schedule conform with the 
budget set by the client. 

P.S.: NBC TV's enthusiasm for selling specials has undergone a chill lately. It 
doesn't want to put a blight on the main aim of the network — regular sponsorship. 

Radio advertisers will be able to get specific figures this year on the sale of tran- 
sistor sets: 

The EI A has started to segregate them from other types of receivers. 

Meantime from A. C. Elles, I.D.E.A., Inc., sales manager, SPONSOR-SCOPE has ob- 
tained these estimates: 

• Of the 3.°>0n.000 portables turned out in '57, about 50% were transistors. 

• Toward the end of the year nearly 70% of the portables were of the transistor type. 

• The portable market for '58 will be down 10-20%, but the transistor figure will be up 
considerably. In other words, the transistor share will be up to 80%, as compared to 20% 
in 1954. 

Incidentally, the peak seasons for transistor sales are November-December (Christmas 
- ' i f t — ■ and May-June (for wedding-graduation gifts and outdoor living). 

You ran get a close line on what they're talking about at plans or procedural meet- 
ings through the inquiries that come to an agency's information center. 

SPONSOR. SCOPE this week checked the librarians of a cross-section of Madison 
Avenue agencies on the types of air media questions put to them most recently. 

The list showed these to be in the majority: 

1. Listening and viewing habits by age and income groups and working women. 

2. Percentages of sponsor identification. 

3. Trends toward various types of tv programing. 
1 into listening habits and FM-set ownership. 

5. What is the effect of tv on marketing. 

6. Tv network, radio network, tv spot, and radio spot hillings. 

7. Percentage of the advertising dollar spent in tv. 

8. Successful case histories in various facets of air media. 

9. Banking of agencies in tv and radio billings. 

10. Justification for agency commission on tv production and services. 

10 SPONSOR • 3 MAY 1958 


SPONSOR-SCOPE continued . 

THE NAB CONVENTION in L.A. this week drew an attendance of around 1,800, in- 
cluding a sizeable contingent of admen from the East and Midwest. 

Aside from the major speeches (see page 39), the focus of interest was on panels, group 
meetings, and technical demonstrations. These events included: 

FM: Jon Ross, of L.A.'s Ross, Reisman agency, contended FM stations were making a 
mistake in selling too "softly". He said that the medium can't afford to rely solely on the 
twin arguments of above-average-intelligence and higher income audiences. A snappier ap- 
proach is needed. (Note: Philco and Motorola are reported introducing FM auto receivers this 

VIDEOTAPE: RCA appears to be pitching its tape in the direction of commercial pro- 
ducers. Ampex was interested in squashing the notion that you can't edit tape. There wasn't 
much interest in color tape demonstrations because of the feeling that — aside from union 
jurisdictional problems — black and white problem must first be ironed out. 

NBC's Bob Sarnoff displayed the network's "tape central" in Burbank whose 12 ma- 
chines went into operation with DST. 

TV FILM SYNDICATION: TPA president Milton Gordon argued that the economic 
climate favored svndication campaigns for the 1958-59 season — either because medium-sized 
advertisers can't afford networks, or because they have decided to be more selective in 
their marketing activities. 

Frederick S. Houwink, WMAL-TV. Washington, urged that the advertiser's interests 
ought to be considered in barter deals. An equitable balance should be maintained between 
the number of spot announcements given the client and these two factors: (1) the market 
value of the film nrooerty, and (2) the actual value of the station's time. 

Joe Floyd, KELO-TV. Sioux Falls, S. D.. who presided at this meeting, urged a uniform 
film contract and a simnlified method for handling film so that costs could be cut. NTA 
president Oliver Unsrer predicted stations will have to use "A" time to plav post-1948 fea- 
tures to meet the "fair prices" required bv the distributor. 

with a well-documented presentation of how the group operates in gathering facts about the 
characteristics of tv signals, field testing, etc. 

Leonard Goldenson and Ollie Treyz made an allont plea at a meeting of ABC TV 

affiliates in L.A. this week for better clearance cooperation. 

Onlv 42% of the affiliates, said Trevz. are clearing satisfactorilv for ABC TV. while CBS 
TV and NBC TV are getting a much better break from their stations. 

ABC TV. the affiliates were told, just can't compete if it must toss line programing 
into delayed and fringe-time periods. 

Ex- Wisconsin U. prof, and station operator Gerald Bartell and NBC Radio's Joe 
Culligan this week locked adjectives over whether the network affiliate or the independ- 
ent station is producing the superior service for listeners. 

In a talk before Omaha Ad Club Culligan remarked: "These 'Tiffanies' of radio (af- 
filiates) will stand head and shoulders above the mob of jukebox stations which will 
be wallowing in hopeless mediocrity with drearv fad music. . . ." 

Retorted Bartell in a telegram to SPONSOR-SCOPE: "It is as difficult to defend rock 
'n' roll as it is to understand the programing of certain networks. 

"On the one side, are the operators who substitute a rigid music formula for imagi- 
nation and talent. On the other, is a tag-tag, non-sequential programing burdened by an 
insupportable news and commercial format, and a random music policy. 

"For the network, the road back may be a thorny one — like a behemoth of the 
Pleistocene Age in a desperate struggle for survival in a changing world." 

SPONSOR • 3 MAY 1958 

There won't be as many pilots going the rounds this month as anticipated. 

Official Films, for instance, had elaborate plans for six new series, will end up with two: 
\dventures of the Invisible Man (produced in England with U.S. stars) and Western 

Note: Roth are on the verge of a national sale. 

(For more tv film developments, see FILM-SCOPE, page 19, and WRAP-UP, page 62.) 

Paul Roberts, former Mutual president, this week cut his final ties with the net- 
work by disposing of his MRS common stock to Frederick Pittera, board chairman of Car- 
bonless Paper Corp. 

Pittera told SPONSOR-SCOPE that his ownership of 165 common shares out of the 
1.100 outstanding makes him the largest single stockholder in the network. 

Prediction by one school of agency marketers: The recession will have the effect 
of making the discount house and the big promotional retailer respectable members 
of the dealer community. 

The resulting impact on advertising: As the sales clerk continues to dwindle in impor- 
tance, the brand manufacturer will have to concentrate more of his cost in pre- 
selling the prospect. 

(For more on marketing developments, see MARKETING WEEK, page 50.) 

P&G's Canadian organization has put itself on record as refusing to accept as 
valid any station measurements influenced by special promotional gimmicks during sur- 
vey periods. 

Wrote J. A. MacDonald, P&G Canada's media and production manager, to the Domin- 
ion's Rureau of Rroadcast Measurement: "We are investigating all reports of special pro- 
motions and where in our opinion these activities are likely to affect the validity of the spring 
survey, we will make no use whatever of the survey data for any market so affected." 

An immediate taboo was put on Winnipeg radio data. 

Don't look to CBS TV to rush into a revision of its discount structure just be- 
cause of the changes made by NBC TV. 

Noted a CRS TV sales executive to SPONSOR-SCOPE this week: "We're going to ana- 
lyze NRC's discounts and see what effect they have on ours. Then we'll wait until some of 
our advertisers ask us what we're going to do about it." 

The following table — based on a lineup of 125 stations — shows the progress made by 
NBC TV in closing the discount gap between itself and CRS TV: 






Alternate week V2 hr. 




Weekly V 2 hr. 




Alternate week hour 




Weekly hour 





Alternate week 1 /i hr. 




Weekly V, hr. 




Alternate week hour 




Weekly hour 




(For more on changing 

discount structures, see page 33.) 

For other news coverage in this Issue, see Newsmaker of the Week, page 4; 
Spot Ruys, page 54; News and Idea Wrap-Up, page 59; Washington Week, page 67; SPONSOR 
Hears, page 68, and Tv and Radio Newsmakers, page 74. 

SPONSOR • 3 may 1958 

This Wednesday at 6 p.m. 

The New Orleans radio station with 

32.2% of the audience 

will become 


May 7, WTIX goes to 5,000 watts— and takes over 

the 690 spot on the dial. Result: Over 1,000,000 

new listeners added. Now WTIX's 24-hour 

service extends over the entire Gulf 

area — from Texas to Florida. 

Now, more than ever, the New 

Orleans buy is WTIX — the station 

which even before the change 

had more audience 

than the next 3 stations 

combined. ( Current Hooper. ) 

See the Adam Young man, 

or WTIX General Manager 

Fred Berthelson. 

Con *Vi *oo„ °« 4<*r radio dial 

The change-over story is being brought 
forcefully to New Orleans' .mention by power- 
ful promotion, including posters like this one 
at high-traffic Canal & Roval Streets. 


first . . . an, I getting firster . . 
note 20 times more fotc-erful . . 

5,000 watts 

S"T><V"r I CD INI s 


WD6Y Minneapolis St Paul 


WHB Kansas City 


WTIX New Orleans 


WQAM Miami 


* v^vJREI 



I^SSlv stwimi API 


'r^PAVo^EM vflW/ wLI' 


:':°" C e E ENE C B T A°R^v ACTION-ADVENTURE! fl f| f 





YES...WBRE-TV does have 
a " 19 County Coverage 

— r~ 

Counties Covered 



















2,000,000 Population! 

Estimated Buying Income -$2,000,000,000! 

Equivalent to the Nation's 24th Market! 

This is the year for CONCENTRATION . . . when mar- 
ginal prospects rate only marginal attention . . . when to 
produce real results, you must concentrate your best 
efforts on your best prospects . . . those who are most 
likely to buy . . . and buy in quantity! 

ONE station has proven over the years, that their audi- 
ence is TOP GRADE; large-buying prospects in all seg- 
ments of this big Northeastern Pennsylvania Market . . . 


TV Channel 28 


AN M¥^ BASIC BUY : National Representative : The Headley-Reed Co. 

H at work 

Otis Hutchins, Doyle Dane Bernbach, New York, makes a list that 
timebuyers might check in preparing a radio campaign. "First," 
Otis says, "spot radio should not be used sparingly for the best 
results. Saturation schedules prove beyond a doubt the value of 
repetition. If your budget is limited, it is better to use two or three 
days a week than to spread it 
out. Second, don't put all your 
eggs in one basket. Use as many 
stations in a market as you can. 
If necessary, rotate the stations. 
Third, study audience composition 
carefully; here is the key to all 
successful buying. Fourth, clearly 
define the campaign's objectives 
before buying. The who, what, 
where, when and why of news- 
paper reporting can be applied 
equally as well in determining a 
product's market. Fifth, look for segments during prime time that 
give you extra mileage. Five-minute news shows, for example, often 
have a minimum of advertising, integrate the product's message with 
the program content, and establish solid product identification. 
There are many other guideposts, of course — and if a buyer puts 
two and two together, sometimes he can get five." 

Bob Palmer, Cunningham & Walsh, Inc., all-media buyer for 
American Cyanamid, Agricultural Div., points out that while manu- 
facturers of feed, farm chemicals, tractors and animal health prod- 
ucts invest millions of dollars in advertising, many do not use radio 
and tv. "The problem is not one of availability of farm programing," 
Bob says, "as hundreds of radio 
and tv stations schedule regular 
farm shows. Lack of up-to-date 
audience information is the pri- 
mary reason. We are sure, of 
course, that the farmer listens to 
radio and tv. But we don't know 
when, why and to whom." Bob 
feels this is a rich market for 
broadcast, yet in the past year 
only two stations have released 
major farm audience studies. He 
thinks that until information nec- 
essary in making the basic decision to use broadcast, can be sup- 
plied to agricultural advertisers, radio and tv will not receive their 
share of the appropriations. "The leading farm stations and the 
National Association of Radio and Television Farm Directors should 
cooperatively undertake a comprehensive market study," Bob says. 

That Floyd's a helluva bellringer 

too! His good times campaign has 

caught on like wildfire. Viewers 

are flooding Joe's KEL-O-LAND 

switchboards and mailrooms with 

"business is good" reports; and each 

item is beamed back to the KELO 

group's four-state audience.* 

The Bellringer campaign confirms 

two statistical facts — today's most 

lucrative market is KEL-O-LAND; 

and KELO-TV with its booster 

stations gets you there fast! 

*a million-plus people 
in South Dakota, Iowa, 
Minnesota, Nebraska. 













General Offices: Sioux Falls, S. D. 

JOE FLOYD, President 
s Nord, Gen. Mgr., Larry Bentson, V.P. 

Minneapolis: Bulmer & Johnson, Inc. 


lVlXjl^lVy We have said of MEDIC: "No one else in 1958 will offer a 
program that approaches MEDIC's prestige, production quality and dramatic con- 
tent." According to the stations which have already bought MEDIC, we need 
say no more. These include the Storer Group, Westinghouse's WJZ-TV in, 
Baltimore, WABD in New York, WTTG in Washington, KTLA in Los Angeles, 
WGN-TV in Chicago and KRON-TV in San Francisco. From their point of view, 
MEDIC speaks for itself. 







the Metro Area 



• E.B.I. 


the TV Market 






Retail Sales 


the Station 


®w a 

PC~7' 'If/-/. . ' ' ''A I 


by Joe Csida 


"Where did you go? — Washington" 

A number of columns ago I mentioned that I 
often felt sorry for top network brass. This was 
appropos of what seemed to me to be the ironic 
situation wherein advertising agencies were once 
again setting up screams about the high cost of 
network video advertising. ABC TV. they 
claimed, had taken over such substantial chunks 
of the CBS TV and NBC TV audience that indi- 
vidual network show shares were down all around. In Washington, 
at the identical time, the harrowing Barrow report was issued. Its 
horrific suggestions were based on the notion that ABC TV just 
couldn't make the kind of progress it should in a free economy 
because of the manner in which CBS TV and NBC TV had monop- 
olized the web business. 

Now at the risk being accused of fostering a Society for the Pre- 
vention of Cruelty to Network Executives I would like to say a few 
more words in behalf of my harried web friends. William Paley and 
Frank Stanton, respectively Chairman of the Board and President 
of CBS, Inc. each earned $299,807.94 in 1957. Brigadier General 
David Sarnoff and his son Bobby, who held ditto titles at the National 
Broadcasting Company earned $200,000 and $186,500 respectively 
during the past year. I want to suggest to the stockholders of both 
corporations that they seriously consider giving these gentlemen and 
all of their associates in the higher web councils solid wage increases. 

Webs in orbit 

It is a poorly kept secret that business has softened up somewhat 
and all the networks are hard-pressed to keep their grosses up to 
standards set in previous years. It is even more generally acknowl- 
edged that in this year 1958, even should you bring in a record- 
breaking gross amount of dollars, you would still be fortunate to 
turn up any sort of respectable net profit. It is to achieve some 
success in these two areas that most corporate officers are paid. Not 
so with our web buddies. It is necessary for them to accomplish this 
phase of their jobs in what little spare time they can steal from 
hearings in Washington. 

This piece was prompted by the recent remarks of Dick Salant, 
CBS staff vice president before the Ohio Broadcasters Association. 
Dick knows much more about this problem than I, or most other 
people for that matter. He called his speech: '"Where Did You Go? 
Washington.— What Did You Do? Nothing." And some of the facts 
he revealed should give us all pause for thought. 

"Since the beginning of 1954," said Dick, "there've been the 
Plotkin Report, the Jones Report, the Potter Report, the Bricker Re- 
port, the Cox Report, the Evins Report, the Celler Report and the Bar- 
row Report. We've dug out and submitted literally thousands of 
pieces of paper for the Evins Committee, the Celler Committee, the 
Moulder Committee, the FCC Network Study Staff and the Depart- 





Station B 


8:00 a.m. fo 6:00 p.m. 



6:00 p.m. to 1 1:00 p.m. 




8:00 a.m. to 11:00 p.m. 




9:00 a.m. to 1 1 :00 p.m. 



BUT. ..You'll Find WKZO-TV 

Leads To Sales Records 

In Kalamazoo-Grand Rapids! 

When you're on the track of greater sales in Kalamazoo- 
Grand Rapids, you need the market dominance of 
WKZO-TV. Want proof? Look at this! ARB shows 
WKZO-TV is first in 267% more quarter hours than the 
next-best station — 327 for WKZO-TV, 89 for Station B! 

WKZO-TV telecasts from Channel 3 with 100,000 watts 
from 1000' tower. It is the Official Basic CBS Television 
Outlet for Kalamazoo-Grand Rapids — serves over 600,000 
television homes in one of America's top-20 TV markets! 


100,000 WATTS * CHANNEL 3 • 1000' TOWER 

Studios in Both Kalamazoo and Grand Rapids 

For Greater Western Michigan 

Avery-Knodel, Inc., Exclusive National Representatives 


Sponsor backstage continued . 

... a feet-on-the- 
ground, head-in- 
delectable darling. 
But you can be sure 
she's ready, willing 
and able to respond 
to your gentle 
on KOIN-TVin 
Portland, Oregon 
and throughout 30 
surrounding counties. | 
At CBS-TV Spot Sales, 
they rave about her 
charms... and, of course, 
about KOIN-TV s 
amazing ratings 
and coverage. 

ment of Justice. When one group gets finished with them, they return 
them, we file them. Then we disinter them all over again when the 
next group decides to go over exactly the same issues. 

"Between May 1954 and March, 1958", continues Dick, "eight 
CBS officers have appeared in formal hearings 15 different times as 
witnesses before nine Federal investigating groups. And there's no 
end in sight. Next month we are scheduled to appear before the 
Communications Subcommittee of the Senate Committee on Inter- 
state and Foreign Commerce on the Smathers Bill dealing with 
music and broadcasting. Senator Magnuson has announced that 
his Committee plans another go-around on pay television next month. 
The same Committee will hold hearings on Senator Bricker's bill to 
regulate networks. And Senator Monroney has said he plans to have 
bearings on ratings in the near future. 

"And so it goes," added Dick somewhat wistfully. "We seem to be 
in orbit, going around and around the world of Washington in 80 
years with different Committees tracing the same ground when they 
can't think of anything new." 

Committee on legislative oversight 

Dick, a much wiser and better informed man than I, says he does 
not know what to do about this, that he doesn't know the cause or 
the cure. I certainly don't either, but I'd like to suggest something 
which may at first blush seem slightly wild. I'd like to see a different 
kind of Congressional Committee, a Committee on Congressional 
Oversight. This would be a Committee, which would keep close track 
of data submitted by broadcasters and other businessmen on specific 
facts of consequence in specific issues such as alleged network mo- 
nopoly, pay television, etc.. etc. When a Congressional Committee 
asked for data on any such issue, the Congressional Oversight lads 
would look up their records, and point out that certain late, verified 
and specific facts on the issue were already available, having been 
submitted to a previous Committee. And maybe the Committee on 
Legislative Oversight could decide that it would be a fair idea to 
pass some legislation making it impossible for a Congressional Com- 
mittee to badger a citizen or group for information he has already 
furnished a previous Congressional group. 

There are no doubt all kinds of reasons why this naive suggestion 
can't possibly be accepted. But I thought the suggestion I made when 
the Paar Show was struggling for clearances was naive too. I felt 
the show was good for television, and recommended that where an 
NBC affiliate was unable to or didn't care to carry the show, it 
could be offered to CBS or ABC affiliates. I understand that quite a 
few CBS and ABC stations now carry the show. 

Somebody who knew how to swing it, either picked up mv 
clearance suggestion, or got the same idea himself. I fervently hope 
somebody figures out a way to wipe out all this wasteful duplication 
of effort the webs are required to go through with Congress these 
days. To me it makes nothing but good sense that if top network 
brass were not required to spend disproportionate amounts of time 
on the most useless and silly of these probes, television would 
benefit greatly. For when all is said and done these are the men who 
lead the way, and tv will grow as an advertising medium and 
culturally in almost direct proportion to the amount of constructive 
though) its leaders are able to devote to it. ^ 

The Transcontinent 
Television Corporation 
welcomes a powerful 
combination to its family 
of stations: 
wnep-tv (formerly 
warm-TV), Channel 16, 
Scranton, and wilk-tv, 
Channel 34 Wilkes-Barre. 
The two stations are now 
operating in combination 
with identical programming 
— but the prosperous 
Scranton — Wilkes-Barre 
market will soon be covered 
by wnep-tv alone, when 
it increases power to 
1,500,000 watts and becomes 
America's most powerful 
TV station. 

Basic affiliation with the 
ABC Television Network 
will continue to bring such 
top-rated shows as Maverick, 
Lawrence Welk, Disneyland, 
Wyatt Earp and The Real 
McCoys to the nearly 
2,000,000 people in the 
growing Scranton — 
Wilkes-Barre trading area. 
And the new single facility — 
with studios in Scranton 
and Wilkes-Barre and 
transmitting from the 
Wilkes-Barre site — will 
enable Transcontinent to 
strengthen the ties between 
the two cities ... to maintain 
its policy of greater service 
to the community and to 
the advertiser. 

WROC-TV, Rochester 
WGR Radio, WGR-TV, Buffalo 
WSVA Radio, WSVA- TV, Harrisonburg 
Represented by Peters, 
Griffin & Woodward 
WILK-TV, Wilkes-Barre 
WNEP-TV, Scranton 

by Avery-Knodel, Inc. 

Symbol Urn 


Service isr 

sponsor • 3 may 1958 



Bruce Paschal j 

Assistant Sales Manager j 

MB Standard Fruit and Steamship Co. HJ • 

I AV Kenneth F. Browning 


* 9 Tracy-Locke Co., Inc. 

J 1 Jl 

Hilburne Fulks 
f 1 V.P. in Charge of Marketing 

■BStandard Fruit and Steamship Co. HI 

sell the 


that buys the 


Everett O. Liaboe 

Account Executive 

Tracy-Locke Co., Inc. 

Standard Fruit Co., handled by Tracy-Locke Company, Inc. out 
of New Orleans, is one of the country's larger buyers of 

The men pictured are some of the key personnel 
on this important team responsible for the purchase 
of air over many stations in America. 

Every member of this buying team receives SPONSOR. 

As a matter of record SPONSOR has by far the 
largest number of advertiser-agency paid subscribers 

of any publication in the broadcast field — 7622 as of 

21 December 1957. 50% larger than the next big book in 

the industry. 

SPONSOR really reaches the team that buys the time. Reaches 
thousands more of them — reaches them more economically 
than any other broadcast or general advertising journal 
on the market. 

By every independent survey ■ 
basic station buy. 

SPONSOR is the 

Before you finalize your advertising schedule get to see 

SPONSOR'S new picture story "TO THOSE WHO LIVE ON AIR" 

It's a 50 slide presentation — in color — packed with 

vital information every station manager ought to know. 

And it's yours for the asking. Just drop a note on your 

letterhead to: 

SPONSOR — 40 E. 49th Street — New York 17, New York. 


sells the TEAM that buys the TIME 

If your clients 

give a hoot about sales . . . 

. . . switch your San Antonio bud- 
get to KONO — the station that's 
No. 1* throughout the day — the 
station with sales appeal — the 
station that has more national 
and local advertisers than any 
other TWO San Antonio stations. 
Get the facts . . . 

See your || " If representative 
or Clarke Brown man 
*Feb.-Mar. Hooper gives KONO 
28.3 share of audience with 
a big 17.5% sets-in-use tally 
860 kc 5000 watts 

E3 EK3 



49th am 

Spot: a shadow medium? 
We at the Television Bureau of Adver- 
tising were concerned to see your head- 
line: "Spot: the shadow medium," in 
your April 12th issue of sponsor. 
While we can't speak for spot radio, 
we certainly can and have been for 
spot television. Let's look at what we 
have done and see just how "shadowy" 
spot television is today. 

TvB is about to issue its Second 
Annual Spot Report of expenditures in 
spot television by advertiser and by 
brand. Thus, TvB, by a full year, 
leads all broadcast media in the re- 
porting of brand expenditures. 

TvB's Spot Sampler, a milestone in 
measurement of the delivered audience 
of spot television (unlike the coverage 
information provided by other media) 
has been in constant use by the leading 
agencies and advertisers. . . . TvB's 
"Focusing the TV Spotlight" presen- 
tation alerted an estimated 6000 ad- 
vertisers in person. . . . TvB's special 
Nielsen tabulation shows how to deter- 
mine an individual spot's rating . . . 
is the first such definitive research 
available. . . . TvB's unique Nielsen 
studies enable spot advertisers to mea- 
sure the reach of their schedule in 
terms of customer-homes, heavy vs. 
light consumers of this particular 
product, and the best market for that 
particular advertiser. Such informa- 
tion has never been available in any 
other medium. . . . TvB has also been 
instrumental in the promotion of spot 
television through the trade press of a 
variety of industries. For instance, 
TvB based articles concerning spot ap- 
peared recently in the following: 
Women's Wear Daily, Department 
Store Economist, Linens & Domestics, 
Drugs & Cosmetics, Coffee & Tea In- 
dustries Magazine, and Quick Frozen 
Foods Magazine. 

. . . TvB is about to release tran- 
scripts of ID's which will form the 
first such compendium ever compiled. 
This, plus the listing of who uses ID's. 
the time of day, and their expendi- 
tures, will form a basic tool for the 
evaluation of this form of spot televi- 

SPONSOR • 3 MAY 1958 


In the effective use of our own spot 
television information, TvV can cite 
its work with Philip Morris, Clorox 
Chemical, Lipton Tea, Stephan Sham- 
poo, National Association of Insurance 
Agents, National Board of Fire Under- 
writers, the New York Stock Exchange 
test, the New York Life Insurance test, 
Conoc, Esso and others. 

It is hard to decide what more 
should be done to measure spot tele- 
vision once you have covered its bill- 
ings, its audience, its flexibility, its 
cost efficiency and its impact. TvB has 
had an uphill fight to acquaint even 
the trade press with the material avail- 
able from us concerning spot. You 
can be certain that both Printer's Ink 
and Advertising Age have been con- 
tacted concerning their omission of 
spot television information. 

This spot information from TvB, as 
you know, is only a part of our total 
operation. We can show just as com- 
plete a documentation of our measure- 
ment and promotion of network tele- 

Actually, much of our promotion of 
television concerns all of television 
which includes both network and spot. 
You can see why we are concerned 
about your editorial, particularly when 
SPONSOR itself has run some 4696 lines 
on spot television based on TvB in- 
formation just since July. We believe 
that we provide far more than "a few 
standard statistics" but we would cer- 
tainly welcome any suggestions you 
can give us for new areas of explora- 

Norman E. Cash 
President, TvB 
New York 

New reader 

At a recent convention of trade asso- 
ciation executives, your publication, 
SPONSOR, was brought to my attention 
for containing interesting and valuable 

In view of this recommendation 
from some of my associates, I should 
like to receive a copy of the last issue 
of your publication with a view toward 
entering my subscription after exam- 
ining this copy. 

Leon Grizer 

exec, dir., Retail Dry 

Goods Assn., Inc. 

New York 

• We're always glad to see new faces. 

KOSI'fi big 

round family 




February Pulse rates KOSI No.l 
Independent in IB-station Denver Market 

Every Denver listener knows that a spot on KOSI goes 
in one ear— and stays there! KOSFs well-rounded sound 
appeals to the entire family . . . keeps everyone at attention 
while creating the urge to splurge. Cost per thousand 
figures using Pulse or Hooper offer proof that the "bonanza 
buy" in Denver is KOSI. 

SEB PETRY FOR KOSI, Denver, and KOBY, San Francisco's dominant 
family station in Hooper, Pulse, and Nielsen. WGVM, Greenville, 
Miss., No. 1 in Hooper and Nielsen. Call Ed Devney. 


Mid-America Broadcasting Company 

SPONSOR • 3 MAY 1958 

New York 
Los Angeles 


New Haven 

St. Louis 





Minneapolis-St. Paul 


Dallas-Fort Worth 

Compare all major national television markets! 
The Charlotte-WBTV Television Market ranks twenty-one in the nation. 

Television Magazine proves that a market is "people delivered"... 
not geographical outlines . . . and credits WBTV's 71 -county coverage area with 
602,361 sets . . . twenty-one in the nation. 
Compare all national television markets! Then call CBS Television Spot Sales for 
complete facts on the nation's twenty-one market. 

* Standard Kroadcastino Company 


What price marketing? 

^ Agencymen at 4A's meeting predict more use of spot 
by recession-hit hard goods who're trimming ad spending 
^ Key problem of agencymen today is maintaining level 
of profit against the inroads of costly client services 

By Evelyn Konrad 

wo major problems concerning 
agency management executives gath- 
ered at The Greenbrier last week for 
the 4A's annual exchange of thoughts : 

1. How many collateral services 
must today's agency offer clients to 
do a well-rounded job in this competi- 
tive climate — and how are agencies 
to be reimbursed for the vast operating 
costs implicit? 

2. What will be the likely extent 
and duration of the current recession 
— and how can the agencies and their 
clients protect themselves against it? 

While discussions on marketing 
services and a forecast of the nation's 
economy (by National Industrial Con- 
ference Board chief economist Martin 
Gainsbrugh) were among the high- 
lights of the agenda, these subjects had 
the edge on the more informal and 
private cocktail party and golf course 
idea exchanges as well. In the re- 
laxed (though unseasonably chill I 
surroundings of Greenbrier, growing 
agency services and the recession were 
the two problems common to all from 
management executives of agencies 

billing $1 million or less to those from 
the $200 million-plus giant shops. 

Both problems ' will have a far- 
reaching impact upon air media, net- 
work and spot, before the year's end. 
To measure the type and extent of 
these effects, sponsor discussed these 
questions with top management execu- 
tives from a wide cross-section of 
agencies ranging from such New 
York-centered giants as BBDO, J. 
Walter Thompson, Wm. Esty, Bryan 
Houston, Warwick & Legler and 
Grey Advertising; to Detroit majors 
Campbell-Ewald and MacManus, John 
& Adams: Chicago Needham; Louis & 
Brorby, Tatham Laird and Waldie & 
Briggs; New Orleans' Fitzgerald; San 
Francisco's Guild, Bascom & Bon- 
figli; and even two German affiliates, 
each with a staff numbering over 
200, Die Werbe G.m.b.H., Essen, and 
William Wilkens Werbung. Hamburg. 

Here's uluii agencymen 
predict for fall 1958: 

MacManus, John & Adams' Ernie Jones 
sees suing to spot "bought on shorter term." 

Here are some of the conclusions 
that developed from this depth-inter- 

• Agency compensation, as ques- 
tioned in Prof. Frey's report to the 

\\ \. continues to be the overriding 
"big problem" in closed-door sessions. 
And there's no single solution forth- 
coming. Not only does the interpreta- 
tion of what constitutes marketing 
services vary from one agency to the 
next, but compensation for them fre- 
quently varies as much from one 
client to another within the same 
agency as it does among agencies. 

Problem: The same extent of mar- 
keting services that were covered by 
media commissions one year may not 
be adequately paid for when the 
client's media strategy shifts from 
network to costly-to-handle spot. 

• Agencies are beginning to pay 
the price for their own stress on mar- 
keting services during the past year 
or two. As the commission system 
came under fire, agencies fought back 
by emphasizing collateral services. But 
under the normal stimulus of agency 
competition, they were drawn into a 
"marketing-armaments race," with 
giant agencies battling for marketing 

Problem: In this period of reces- 
sion, all clients are making demands 
for these services. The squeeze is on 
the medium — or small-sized agency 
which can't staff competitively with 
the giants. And the pressure's on the 
big shop to come through with proof 
of the claims made for agency mar- 
keting aid in less critical months of 
1956 and 1957. 

• Effects of the recession are likelv 

lo show up in fall media strategy. 
I here's little question now but that 
billing on automotives, hardest-hit by 
the business set-back, will be substanti- 
ally off in the fall. However, sponsor's 
discussion of media problems with 
heads of varying size and types of 
agencies indicates that a number of 
accounts not hit by the recession may 
swing toward heavier use of spot as 

Problem: Some soft goods adver- 
tisers, although sales are up, view 
long-term network commitments cau- 
tiously and may substitute spot tv and 
radio in fall. A shift in balance be- 
tween network and spot would affect 
the operating costs and profitability 
of the agency billing under $20 mil- 
lion, particularly. 

One tv/radio forecast for 1958 and 
1959 was common to meet top agenc^ - 
men interviewed: Air media billings 
have not yet reached their growth 
potential. Most agencies anticipate 
that tv and radio will account for a still 
larger share of the advertising dollar 
during the next year or two than they 
have in their recent boom years. 

"The agency whose accounts are 
diversified, including not only the 
big-ticket products hit by temporary 
business set-backs but fast-moving 
items as well, should show the same 
proportion of air and print billings 
in 1958 as it had in 1957," Dave 
Danforth, BBDO executive v.p. and 
newly-elected 4A's chairman, told 

"At BBDO, we're also anticipating 

the same breakdown between network 

and spot tv, based on the fact that our 

{Please turn to page 52) 

Guild, Baacom * Bonfigli'a Gil Burt 
"-[mi radio "ill boom, due to lo* coat" 

Campbell-Ewald'a Tom Adams Bay 
"Client-- will buy cautiously, spot may grov 

Estv-s Dr. Wulfeck for-,.,- further air me- 
dia growth in 1959: "This fall like fall '57." 

SPONSOR • 3 MAY 1958 

Crusading for an end to nal 

counsel; Jack Thayer, WDGY 
dent of Storz Stations; Adam 

Young, Adam Yo 

recent meeting of Storz Stations in Chi 

cago. (L to r): II, 

b Do 

Armstrong, WHB; Clifford Barborka, J 

r., John Blair Co.; 


tew an. program director; Jack Sandler 

WQAM; and Bol 


Spot radio tackles the local rates 

^ The Storz Stations, in a bold move that may even 
affect their own hillings, hit out at a spot bugaboo 

^ From now on there exists no doubt as to who pays 
national and who pays local rates, ending old confusion 

By Bill 

I he tangled, thorny briar patch of 
national vs. local rates in spot radio 
has just been run through by a bull- 
dozer named Todd Storz. Whether 
the briars will jungle up again remains 
to be seen. But at the moment things 
look hopeful by this joint action of the 
Storz Stations and their representatives 
— John Blair and Adam Young. 

Effective 1 May, the Storz group set 
up a clear-cut line of division between 
who pays national rates and who pays 
local. The line was drawn at the semi- 
annual conclave of the group held at 
Chicago's Sheraton Hotel from 17 to 
20 April. Here is the new pattern of 
rate differentials: 

• All product accounts shall be 
charged the prevailing station national 
rate as published in Standard Rate and 
Data Service. 

• All retail accounts shall be charged 


the prevailing "local" or "retail"' pub- 
lished rate. However, in certain in- 
stances there are products and/or serv- 
ices that do not easily conform to either 
of these two basic classifications. 

• In no event will any account be 
allowed consideration at the local rate 
unless the following conditions prevail: 

(1) Continuity, either live or elec- 
trical transcription must be produced 
and written at the local level in each 
market. No electrical transcriptions 
produced for general national use or 
parts thereof may be used on sched- 
ules carried at the local rate. 

I 2 I Continuity for a "local" or "re- 
tail" account must consist of such in- 
formation as retailers' local name, ad- 
dress, telephone number, store hours, 
and other purely local information for 
at least 51% of the length of any given 
piece of continuity. Advertisers using 

the local rate may not employ general 
institutional or product continuity of 
an established brand or service name 
for more than half of each commercial 

(3) Certain local products will be 
allowed the local rate provided: (a) 
Distribution of the product is limited 
to the immediate trade area of the city 
involved; (b) products in this category 
are manufactured or processed from 
only one source within the scope of the 
trade area involved; (c) the local prod- 
uct account, in general, does not em- 
ploy an advertising agency or is repre- 
sented by a local advertising agency or 
by a branch of a national agency op- 
erating in this instance only as a local 
agency; (d) any contract with the sta- 
tion for advertising of products in this 
category is written and executed at the 
local level with billing rendered to a 
local address, the address being either 
that of a recognized local agency or a 
bona fide fully-operating office of the 
advertiser; (e) payment for advertis- 
ing rendered to accounts in this cate- 
gory shall be made by check drawn 
solely on banks located within the local 
market involved. 

The problems presented by the com- 
mon practice of stations offering local 

SPONSOR • 3 MAY 1958 

Spot Radio Long Plagued 

i the home-town bo) a 
break" reall) started something national vs. retail ad 

voritism toward the local merchant who naturall) didn't 
have an advertising budget to compare with corporate 

national level. When radio came on thi - 
it was quickly adopted l>\ stations understandably so 
(n\ stations h ■ r subsidiaries. 

I!\ the mid 'Id- about 76^5 of all radio stations had 
two rates national and local. Some even had a third 
ertis - Local rate- then i and 
-till do) averaged about 50^? less than rates paid l>v na- 
tional advertisers. Some local or "retail" rates 
high as T.i ' , less. What this amounts to can be seen in 
the fact there are several time- - I radio 

national, and about 60 times as 
man) local advertisers as national and regional together. 
It was only a question of time until some national 
advertisers figured a way to "beat the game." Local 
dealer co-op fund-, dealer associations, 
franchise dealers, wholesalers, chains, jobbers, manu- 
facturer's representatives and every other national con- 
nection at local level were used to buy time to ad 
national brands at retail dealer ad rates, \mong tin- 

By Local Rate Problems 

most flagrant violators of what might be termed an 

ethical code ueie 1 1 n ■ bee] aceoiml-. auloinot i\ e-. drug 

d.ain-. oil companies. Those who went to the trouble of 
having their agencies travel timebuyers to set up local 
deal- found thej wre getting about twice a< much air 
time for the same mone) as were theii less aggressive 
competitors. The lattei came to view spot radio more 
as a field for sharp operators and bargain hunters than 
egitimate medium. Reps tried to argue that na- 
tional accounts paying national rates got best of avails, 
- the cliche, mone) lalk>. 

In the majoi market-, especiall) with net-affiliates and 
big prestige stations, the double rale is not so common. 
Time is time, and the local pays the same as the national 
account. But in smaller markets, especially throughout 
the Southeast, double or triple rate is the rule rather than 
the exception. One rep who surveyed his stations with 
question, "What i^ local rate situation in your market/" 
1 man) replies of "Rough," "Simpl) terrible." In 
compete with other stations in their market for 
local business, even enemies of a double-rate system are 
forced to participate. 

Storz Stations have set up rules, which, if adopted 
universally, will safeguard the system for all clients. 

or regional accounts rates ranging up 
to as high as 75% less than national 
advertisers pay have been many. .Na- 
tional accounts and their agencies were 
quick to grasp the meaning of such a 
s\stem. Send out timebuyers and make 
a deal direct, use local distributors and 
dealers, co-op funds and any other 
means to circumvent the national rate 
by buying direct. Beers, automotives, 
drug chains and oil companies went off 
to make their deals as "local" or "re- 
tail ' accounts and save an average of 
50' ! . Their less enterprising — but 
more ethical competitors — were often 
chagrined to learn of such differentials 
and lost interest in spot radio advertis- 
ing. Their view of a competitor com- 
pan) |>av ing half as much as they paid 
for the same air time was understand- 
ably dim. 

Under the Storz plan just adopted, 
lure are the accounts that will get na- 
tional or local rate-: 

• W ill pay national rate: (1) Me. 

beer, and wine. (2) Vutomotive dealer 

associations and or regional or zone 

offices of automotive manufacturers. 

- . di-ti Lbutoi or u holesaler of a 

national product or appliance. I I I 

Food brokers, drug jobber- and othei 
product brokers. (5) Manufacturer's 
representatives. (6) Petroleum prod- 

ucts. (7) Publishers. (8) Transporta- 
tion companies and facilities operating 
generally in interstate commerce. 

• Will pay local rates: (1) Soft 
drink franchised bottlers. (2) Finance 
companies. (3) Banks. (4) Retail 
clothing and grocery chain stores, etc., 
when advertising said stores. (When 
only the retailer's store is advertised, 
the copy restrictions mentioned earlier 
in Sections 1 and 2 are waived. I 

Todd Storz sees that conforming to 
this policy will have immediate and 
far-reaching effects. "It will mean," he 
says, "that in some instances the na- 
tional representative will be selling our 
stations at the local rate. It will also 
mean that our local salesmen will some- 
times be selling at the national rate. 

"We believe," Storz continues, "that 
our present definition will warrant re- 
finement after some experience has 
been achieved in operating under these 
ground rules. But, even under this 
policy, any account can quickly ascer- 
tain whether they will be entitled to the 
local or national rate. Our stations will 
not deviate from this policy." 

How are the advertisers going to 
take it? What will be the feelings of 
those accounts which have been ma- 
neuvering to get national advertising at 
the "retail'-' price? 

Storz says, "Wbile we realize that 
this move may cost us considerable 
billing in the immediate future, we are 
hopeful that in the long term our sta- 
tions will benefit by this firm rate pol- 
icy. Radio deserves better treatment 
than to be sold on a barter basis." The 
Storz Stations are: WDGY, Minne- 
apolis-St. Paul; WHB, Kansas City; 
WQAM. Miami (John Blair Co. rep- 
resented I , and WTIX, New Orleans 
(Adam Young represented). 

A new confidence in spot 

Adam Young is also free to admit 
that national advertisers who have been 
taking advantage of local rate loop- 
holes will shortly face some hard de- 
cisions. But he also feels that the new 
confidence of all advertisers in spot 
radio once inequities have been elimi- 
nated will be beneficial to the industry. 
In fact, it is Young's hope that his 
other stations will follow suit as well 
as stations of other reps. 

I f the policy were to be adopted gen- 
erally by those stations that now have 
local and national rates, then here is 
what could be expected: 

• No longer would the local radio 
station be in a position of seeming to 
favor either its national representative 
or its local salesman. The confusion 

SPONSOB • 3 MAY 1958 

that has existed for years would be 

• Broadcasters would have two sales 
forces — local and national, operating 
in harmony and mutual enthusiasm. 

• Representatives would be able to 
sell time to their clients which would be 
no different were the client to contact 
a local salesman and buy through him. 

• Advertising agencies would no 
longer be forced to travel timebuyers 
either as deal-makers or as detectives. 

• Spot radio could be purchased 
with complete confidence in all mar- 
kets. No longer would embarrassed 
agencies have to explain to clients why 
another got a "better deal." 

The practice of setting up lower 
advertising rates for local clients than 
for national goes back a long way. The 
newspapers started it in an effort to 
favor the local merchants whose 
budgets for advertising were bound 
to be slighter than those of the large 
corporations operating on a national 
scale. In theory it was a case of charge 
what the "tariff can bear." 

Radio was quick to adopt the same 
practice. The adoption was natural, in- 
asmuch as the stations were either 
owned by the newspapers or in compe- 
tition with them for advertising dol- 
lars. Some stations even added a third 
rate card for regional advertisers. 

The cost differential between na- 
tional and local rates is astonishing. 
In extreme cases the local rate may 
be 75% cheaper than the national 
rate. In general, however, the local 
client is favored by a 35% to 55% 

Thus it is easy to see what a sub- 
stantial saving a national account can 
effect provided it can manage to find 
a loophole enabling it to take ad- 
vantage of a station's "local" or "re- 
tail" rate. And many have found the 

It is true that within larger markets 
— especially among net-affiliated or 
larger stations — the practice of having 
local and national rates is less common. 
Many of these stations get along hand- 
somely with a single rate for all cli- 
ents. This is the Utopian situation. But 
where stations are more fiercely com- 
petitive and perhaps hungrier, the dou- 
ble-rate (sometimes even triple rate, 
for some even have a third rate card 
for regional advertisers) will prevail. 
So as long as double rates continue, 
the main thing seems to be — make it 
clear who pays what. ^ 

sponsor • 3 may 1958 


The battle for fall network tv 
business is beginning to shape up. 
In the last month, two networks 
revised their rate cards to hike 
up maximum discount rates as an 
incentive to advertisers. NBC TV 
moved first with its April Rate 
Guide, raising its maximum day- 
time discount from 25% to 30%. 
Last week, ABC TV brought out 
its Rate Card No. 8 with a maxi- 
mum discount increase from 30 f ^ 
to 32.5%. So now only CBS TV 
remains with an unchanged card 
and a maximum discount rate of 

Rumors that CBS TV is also at 
work on a new card have been 
denied at the network. But many 
admen are asking how long they 
will hold out. The guess of many 
is that by fall, CBS TV will be out 
with a revised discount system too. 

The revisions by NBC TV and 
ABC TV appear to point up the 
fact that television is trying to get 
away from the rate structures 
carried over from radio. They 
also point up a desire to offer 
clients still more incentive for 
long-term firm commitments, 
heavier frequency, daytime buys. 

The ABC TV rate card, for ex- 
ample, increases the discount on 
each time period contracted firm 
and non-cancellable on an every 
week basis for 52 consecutive 
weeks from 5-7%. But it has not 
increased its 5% discount on each 
time period contracted firm and 
non-cancellable for 26 alternate 
week telecasts over 52 consecutive 

The new card also establishes 
rates for one-minute participations 
at 22% of the hour rate in Class 
A time, 16.5% in C and D time 
(four commercials per half hour) 
and 15% of the hour rate in C 
and D time (six commercials per 

half hour) . The ABC TV card be- 
came effective on 15 April. 

The new discount plan at NBC 
TV becomes effective on 1 Octo- 
ber. It provides for annual dis- 
counts to year-round advertisers 
sponsoring a combination of day- 
time and evening programs, or a 
combination of every-week and 
alternate-week programs. It also 
provides hourly discounts on a 
fortnightly basis instead of the 
present one-week span. This is 
supposed to give flexibility with- 
out penalty to advertisers on an 
alternate week basis. 

Requirements for reaching the 
25% maximum discount are 
reduced. It is now possible for an 
alternate week sponsor of both 
nighttime and a daytime program 
to earn a 10' < annual discount. 
Advertisers who sponsor multiple 
program periods on a year-round 
basis can get a 15% annual dis- 
count. Thus an advertiser with 
an every-week evening half hour 
and an alternate week daytime half 
hour will be entitled to the maxi- 
mum annual discount of 15% on 
both programs. Under the present 
structure, the same advertiser 
would have earned 10% annual 
discount only on his evening half 

The 25% maximum discount 
will now be offered to the adver- 
tiser who uses one and one-half 
hours weekly rather than the two 
hours now required. 

In addition, advertisers sponsor- 
ing daytime periods may earn up 
to 5% extra discount on these 
periods by ordering line-ups of 
100 or more interconnected op- 
tional stations ( exclusive of the 
Program Extension Plan Group 
and associated Stations). Thus the 
maximum daytime discount is in- 
creased to 30%. ^ 


Maximum discount 30% 32.5% 


25 % 

Old Ne« 

25% Ml', 

Oona O'Tuna drops anchor in 

B*reast-0'-Chicken Tuna. Inc.. lias 
two new skippers at the helm this 
year. One is George Dew, company 
president. The other is Oona OTuna, 
who captains the firm's fishing fleet. 

The latter is a cartoon character, 
broadly beamed fore and aft, cut from 
the same sailcloth as Tugboat Annie. 
Hers is an adventuresome life, with a 
recurrent challenge: to get her boat 
loads of freshly-caught tuna back to 
the packing plant on a tight time dead- 
line. How she overcomes a long list 
of obstacles to insure fresh delivery 
provides a continuing theme for the 
company's commercials. 

The new cartoon character was de- 
vised for three purposes: to establish 
a symbol for both the company and its 
business practices; to create interest in 
the symbol itself; and third, to pro- 
vide a symbol which would be ani- 
mate for tv, yet visual for carry-over 
into other marketing areas. 

This cartoon approach is a depar- 
ture for Breast-O'-Chicken. 

"The new ad approach is one of the 
I 'est things that ever happened to 
BOC," says Larry M. Kaner, sales vice- 
president and advertising manager of 
the companv. which was founded in 

"It reflects our thinking and the 
agency thinking that advertising must 
first be entertaining and interesting," 
he continues. "But, of course, it must 
also sell. We doubt very much, though, 
if you can win loyal customers unless 
you make them your friends. In other 
words," he summarizes, "first sell your 
company, then sell your product." 

Oona OTuna has been presented in 
spots. This, too, is a departure for 
the company. Last year it backed a 
network spectacular, The Maurice 
Chevalier Paris Show. This year the 
emphasis is in particular markets. The 
reason, explains Bob Footman, BOC 
account supervisor for Guild, Bascom 
& Bonfigli, San Francisco agency, is 
that "there are few national products." 

"If a product has genuine national 

distribution," he adds, "then it should 
have nation-wide media, like network 
tv. If it doesn't have national distri- 
bution then it should concentrate on 
markets it has, or where distribution is 

BOC demonstrated its belief in Oona 
O'Tuna by allocating an ad budget 
well in excess of $1,000,000 for this 
campaign which runs until October. 

Campaign peak 

The campaign, which began last fall 
and has been building momentum 
since, will reach its peak this month 
when all media will get heavy play. 
Oona O'Tuna set sail last 1 Septem- 
ber on KCOP, Los Angeles, with 90- 
second spots, combining animation and 
live action. 

The debut occurred with a filmed 
show called Wanderlust. Two weeks 
later it broke on KLZ-TV in Denver 
and WTOP-TV in Washington, D. C, 
and on 1 October on WWL-TV, New 
Orleans. It ran six months in each of 
these markets. 

Wanderlust was chosen to set the 
right mood for Oona O'Tuna's adven- 
tures. This philosophy of relating the 
show to the commercial is termed "fu- 
sion" by Courtenay Moon, GB&B vice- 
president in charge of tv. He believes 
there is good "fusion" when "the show 
is of such nature that it provides a 
favorable selling climate for the type 
of commercial we use. 

"We don't want an emotional 
wrench between show and commer- 

Company team 

ew, v.p., management group at Breast-O'-Chicken Tuna includes, (1. to r.), 
lales-adtg.; <,r.>rge Dew, pres. and Wilson Edwards, merchandising mgr. 

latcd portion of commercials features 
O'Tuna, firm's fishing fleet skipper 

SPONSOR • 3 MAY 1958 

spot tv 

^ Breast-O'-Chicken Tuna company is beginning to see 
results of last year's changing management, ad philosophy 
^ A cartoon character, fleet skipper Oona O'Tuna, was 
created first for tv, is now used to tie in other media 

cial," Moon explains, "and that's why, 
as a general rule, we don't sponsor 
dramatic programs or any programs 
heavy in suspense. We like the viewer 
to slide from the show into the com- 
mercial and out again in an easy man- 
ner. We feel this makes the viewer 
more receptive to the commercial mes- 
sage. Pulling away from a dramatic 
shot showing a body with a knife in 
its back, with 'and now a few words 
from our sponsor,' makes things tough 
for the commercial message. Who's 
in the mood?" he asks. 

In explaining the concept behind the 
commercials, Maxwell (Bud) Arnold, 
GB&B vice-president and copy chief 
says: "Oona's adventures getting her 
tuna fleet back to port on time are 
pure entertainment, while subtly high- 
lighting the main copy point — that 
Breast-O'-Chicken operates its own 
fleet. The viewer then has informa- 
tion, lightly presented, which prepares 
him for the basic copy point in the 30- 
second live action close." 

Launching the fleet 

To launch the cartoon tuna fleet 
Alex Anderson, GB&B vice-president 
drew eight animated episodes. The 
live action segments were produced by 
Telepix Corp., Los Angeles, under the 
supervision of Karl Gruener, head of 
radio and tv production for GB&B in 
Los Angeles. 

At the same time 12 all live-action 
spots were turned out for use as the 
second commercial in Wanderlust. 

"These followed the same pattern," Ar- 
nold points out, "of getting the viewer 
to smile before we present our sales 

A typical example of the latter goes 
like this: Announcer Hugh Conover 
opens by picking clocks off a fence 
with a rifle to "kill time." A quick 
guilt reaction follows: "you're sup- 
posed to save time" in Tunaville, home 
of the fictional cannery. 

The copy then goes on to make four 
points. That quality control is a full- 
time process — from catching to can- 
ning. That the oil in which the tuna 
is packed can be used in salads (this 
highlights the basic difference between 
U. S. and Japanese-packed tuna: the 
former is packed in oil, the latter in 

The third copy point is that BOC is 
offered in two types of pack: as solid 
meat or chunk style. The fourth point 
reiterates the basic cartoon theme of 
speed — "quicker off the clipper." 

The efficacy of the campaign was not 

long in showing in the four test mar- 
kets, which garnered an average in- 
crease in sales of 31%. Denver, for- 
merly a weak market, paced the gain 
with 87% while New Orleans, where 
BOC already had over half the market, 
went up 20%. 

This success represented the payoff 
on a fairly heady gamble by the new 
management — president Dew and sales- 
ad director Kaner. The duo invested 
two-thirds of the available ad budget 
last year in creating the new com- 
mercials and getting them on the air. 

The program has been broadened 
considerably from the initial opening 
on tv. On 19 March, billed as "the 
first cartoon in the history of radio," 
Oona O'Tuna debuted in 60-second 
spots in 10 markets. In five of them 
30-second participations in d.j. shows 
are also employed. 

Sound effects are the base of the ra- 
dio effort. The fleet skipper is blown 
apart with an explosion, put back to- 
{Please turn to page 56) 

Fast delivery of fish to cannery provides ad- 
venture. Here, outer-spaceman becomes ally 

Agency team : Guild, Bascom & Bonfigli s 
(1. to r.), Maxwell Arnold, Jr., v.p., copy; 

iffers who contributed to new campaign include, 
Dan Bonfigli, partner and Peter McDonald, a.e. 

SPONSOR • 3 MAY 1958 


Bright outlook for soft goods mean! 


(over preceding year) 

Low BBB%B%B*B*BVB*BfeB*l 1,425,000 

during depression 1948 

low BB" BBleBBeBBeBBBBl ----I BBlBBleBBeBl 1,650,000 

rate of household ~ ^^^^^^^^. 

BBKinaieBeBBeBi 1,432,000 

formation durmg , 950 

B^eBBBBlBBlBBleBBeB' 1 102 000 
turn, lias led to ' 9 1' ^ ^ ^ ^ . 

i . Bl 848 000 

narrowing market 1952^^^^^^^^ «-»«,««« 

for cars, housing BBBBlBBlB^BBtf 830,000 

and appliances 19 f? 

BBiBH-BBi 559.000 


BBBBlBBlBBlBlfc'B 1 895,000 


BBBYlBBlrBBBBlBfel 993,000 


BBlBBlBfeBfcBl 758,000 


Purchasing power 

goods had re- A JL Jt A A A A A J 1 50,552 

mained high with ^° ^.tak^^A^^-tak 

prosperity and a TTTTxTxTT. 153,072 

tS^SJ^Z I±&A±AAAAJi55, 790 

kept sales of £££££££££ J 1584 34 

package and other 'S^a^^^^^^^j 

■nil goods prod- *» ** ** m W W W W W W * *" " c 

""" " hi? " ,evel i£*.£ •.•.££££ J .«,«6 

l£££±££££±± .66,8.5 


£££££££££££..< , WlM0 


££££*££££££* .72,76. 


The market for 


hard goods Will (overaae annuel increate) 

gel Btrong impe- -^^-^.^ta-^fc-^ 
tn- from the ris- ^So^^ 

house- BBBBleBBBBlBBi 861 

hold- 1I111 - .S^eBfeatiB^BleBBaBfei 1 047 

ing the L960's. 

■BBaii.BBBaflBHBiaBtil 1 ,200 


iu Bureau. Top charl Bhowa figures from 1 \|.r. each year. Middle chart 
u Bottom chart (in 1 'a) 1- considered Bervative by Borne experts 

By Alfred J. Jaffe 

■ wo adjacent headlines on the finan- 
cial page of a prominent newspaper 
last week provided a roundabout com- 
mentary on the advertising outlook for 
air media. 

One headline noted that tobacco 
manufacturer R. J. Reynolds set sales 
and profit records for the first quarter 
of 1958. 

The other, describing a General 
Electric stockholders' meeting, covered 
GE's promotional needle — "Operation 
Upturn" — which has been designed to 
bolster lagging sales. 

What does this have to do with air 
media? Plenty. 

It points up the well-known fact that 
soft goods are not suffering the sales 
problems of hard goods. Less obvi- 
ous, however, is the fact that the dif- 
ferent sales directions being traveled 
by both hard and soft goods are only 
partly a recession development. 

The truth is that hard goods were 
due for a sales upset, anyway. And, 
by the same token, it will take more 
than the current drop in business to 
offset the promising outlook for soft 
goods. In a word, money not spent 
on an appliance will be plunked down 
for food, clothing, toiletries, etc. 

This is all to the good for tv and 
radio. For the air media were nursed 
on soft goods, grew up with soft goods 
and will prosper in the future with 
soft goods. 

The outlines of this future were be- 
gun more than 20 years ago when the 
depression caused a decline in mar- 
riages. The result was that men and 
women of marriageable age have been 
relatively scarce during the 1950's. In 
the late 40's and early 50's, the net 
increase in the number of households 
(a reflection of marriages) was above 
the million mark, hitting a peak of 1,- 
650,000 for the year ending April '49. 
However. Census Bureau figures for 

equally bright future for air media 

^ Healthy sales of soft goods is being bolstered by fast 
rising population, a trend away from hard goods purchases 

^ Despite heavy car and appliance sales in the past, the 
broadcast media still live by package goods advertising 

April 1952 showed that the increase in 
households during the previous 12 
months came to less than 850,000. This 
figure went as low as 560,000 for 
April 1954. It has picked up since then 
but has never hit the million mark. 

The latest published census projec- 
tions on future household formation 
show that the million mark won't be 
hit again until somewhere between 
1965 and 1970. This projection was 
made in 1955 and is considered con- 
servative today. At that time the aver- 
age annual figure for new households 
during the 1955-60 period was set be- 
tween 521,000 and 778,000. The actu- 
al average has been running above the 
maximum figure. Nevertheless, it is 
not considered likely by demographic 
(population) experts that a-million- 
new-households-a-year rate will begin 
before the early 60's. 

It should follow, of course, that as 
the rate of new households declines, 
the demand for new houses, appliances 
and cars declines also. But one im- 
portant complication enters into the 
picture here. 

As one economist close to the broad- 
casting business explains it: "Logical- 
ly, you'd expect a drop in hard goods 
demand in the early 50's when the 
drop came in new family formation. 
- The reason it didn't was that the pent- 
up demand for hard goods still wasn't 
satisfied at that time. Don't forget 
that new home building continued over 
the million-a-year mark until last year. 
First, there was a lot of undoubling 
among young families living with their 
parents or others. Later, as prosper- 

ous times continued, people continued 
to buy homes. Government policy on 
low down payments also helped keep 
new homes sales up." 

While it is true that once people buy 
their homes and appliances they will 
turn to soft good purchases, there are 
other factors bolstering the soft goods 
market. A big boost to sales has been 
the tremendous baby boom, a develop- 
ment which the census people never 
dreamed of in their wildest imagina- 
tion during the 30's. 

The birth rate started rising notice- 
ably during the early 40's. Virgil 
Reed, J. Walter Thompson's popula- 
tion expert, puts the starting date at a 
very definite point in time — nine 
months after August 1940, when the 
draft law was enacted. 

During the 30's, the baby figure 
hovered around 2.4 to 2.5 million 
births per year. In 1940 it went up 
slightly to 2.6 million. In 1943, it hit 
a peak of 3.1 million. In 1947, it 
went to 3.8 million. In 1955, it was 
4.2 million. 

The population jump had been a 
pump primer for sales of all types of 
products. With hard goods sales off 
now and the population continuing to 
climb fast, the picture, say many econ- 
omists, is one of a continually filling 
reservoir of purchasing power for soft 

The importance of soft goods to air 
media has been clearly spelled out time 
and time again by breakdowns of 
spending. The top 10 product cate- 
gories in spot tv, according to TvB's 
gross time estimates, were all soft 

goods categories in 1957. Automotive 
(other than gasoline and lubricants) 
came in 11th in spending while the 
household equipment and appliances 
category was 15th. In 1956, automo- 
tive spending in spot tv was 10th, while 
the household equipment group was 

These two categories are more im- 
portant in network tv but not as criti- 
cal to the medium as food, soaps and 
toiletries. During 1956 and 1957 auto- 
motive spending was in 4th place, ac- 
cording to PIB, while household equip- 
ment spending finished 7th both years. 
However, both categories showed de- 
clines from 1956 to 1957 while most of 
the other leaders showed increases. 

In spot radio, except for automotive 
spenders, hard goods advertisers are 
difficult to find. Appliances have ac- 
counted for less than 1% of total spot 
radio spending during the past two 
years, SRA figures indicate. 

There is no published source of in- 
(Please turn to page 70) 

Virgil D. Reed, v.p. and senior economist at 
JWT, points out that trend toward lower 
marrying ages will start off higher rate of 
new family formation (resulting from rising 
birth rate in 1940's) in the early 1960's 


Tlif ABB tv viewing figures for 1958 continue to show increases 
over last year. ARB data for March show higher sets-in-use for 
practically every time period throughout the day and eve- 
ii i n t2 . Dips were confined to early morning viewing in all time 
zones and mid-afternoon in the Pacific zone. Increases were 
particularly marked at night in the Central zone. Nearly every 
time slot in that zone was up around five rating points. 

Average tv sets-in-use by time zones, March, 1958 
Monday thru Friday daytime 


1958 1957 

Central Paci fic Total U.S. 

1958 1957 1958 1957 1958 1957 

7.9 9.2 8.3 11.8 

4.7 3.4 4.2 4.6 





































12:00 Noon 









1 :00 PM 













































Sunday thru Saturday evening 
6:00 PM 39.8 35.1 53.6 44.2 49.9 45.9 34.2 31.0 























































f\l the 36th annual convention of the 
National Association of Broadcasters 
in Los Angeles last week, the nation's 
radio and television industry heard it- 
self challenged to meet several oppor- 

• CBS president Frank Stanton 
called for radio and tv to fulfill their 
responsibility to their country by 
keeping the public better informed in 
this "new age" of satellites and 

• McCann-Erickson president Mar- 
ion Harper called for broadcast media 
to help the country meet domestic and 
international challenges through more 
public service, more educational pro- 
graming, harder selling. 

• FCC chairman John C. Doerfer 
called for radio and tv to take greater 
advantage of its opportunity to edi- 
torialize — and live up to its public ob- 
ligation to do more than just report 
the news. 

• NAB president and board chair- 
man Harold E. Fellows called for in- 
dustry recognition of the tremendous 
public service performed by FCC com- 
missioners and their staffs — and pro- 
posed that the Federal government pay 
any future travel expenses necessary 
for the FCC to continue doing its job. 

CBS's Stanton, delivering the Tues- 
day morning keynote address, insisted 
that the real danger from Russia's 
satellites and ICBM's lies in "the 
falling off of an aroused, interested, 
alert people once the initial shock of 
the discovery of new realities lapses." 
Stanton said that broadcasters "face 
the duty to get before the American 
people a continuing report of what is 
going on here and abroad." 

"We must make absolutely sure," 
he added, "that we do the job so well 
that there will never sneak up upon 
this nation a Pearl Harbor of ICBM 
proportions." Both networks and sta- 
tions, he continued, "must see with 
complete clarity the urgency of this 
information-disseminating fund ion, 
and come to an unqualified determina- 
tion to do the job. We must throw tin- 
full weight of our skills, experience 
and resources behind this effort, for 
this is the real test of the public inter- 
est, convenience and necessity upon 
which our franchises depend." 

Stanton suggested "four fronts on 
which we must move." The first: 

'challenged" at annual NAB convention 

^ Speakers at 36th annual NAB meeting tell broadcasters 
they can and must meet the challenge of opportunity 

^ McCann's Harper, CBS's Stanton, FCC's Doerfer, 
NAB's Fellows outline the broadcasters' responsibilities 

"Resist with vigor and unity of pur- 
pose all shortsighted efforts ... to 
weaken the basic structure of broad- 
casting." The second: "Take a fresh 
look at the 'public interest, convenience 
and necessity'." Third: "Broaden our 
outlook of what constitutes an ade- 
quate news service." And fourth: 
"Join the rest of the press in the 
fight for the right to get information 
and . . . report it." 

Speaking at the Tuesday manage- 
ment luncheon, Harper proposed that 
radio and tv go "all-out" to participate 
in the Advertising Council's four- 
month campaign to build confidence in 
the economy. The campaign, he said, 
"can contribute a vital share of in- 
fluence in conditioning a state of mind 
to bring a return of prosperity." 

Harper also urged intensified selling 
efforts to generate greater advertising 
support behind industry's products. 
He emphasized that periods of reces- 
sion offer the best opportunity for im- 
proving competitive positions in an in- 
dustry, and offered as proof the fact 
that of the 100 largest advertisers, the 
20 leading growth companies are those 
which increased their ad spending at 
a far higher rate than the average in- 
crease in national ad spending. 

However, Harper cautioned radio 
and tv that its ability to meet today's 
challenges depends on its public ac- 
ceptance. "Your audience relations, 
public relations and government rela- 
tions can be seriously damaged by 
even occasional triple-spotting, or by 
even occasional offensiveness or bla- 
tantcy of commercials." He concluded 
by emphasizing that those aspects of 
community and national life in which 
the American people most want better- 
ment are the very ones which the ca- 
pacities of broadcasting are ideally 
equipped to serve. 

At Tuesday morning's keynote ses- 
sion, FCC chairman Doerfer chal- 
lenged broadcasters to do more than 
run a business — to, in fact, build "a 
great new institution." Broadcasters, 
he said, "have not yet approached 
their potential in developing the art of 
commenting on the news or local prob- 

Doerfer insisted that "10 years is a 
long time to stand in stunned silence — 
especially when the press continues to 
appropriate this field unabated and 
virtually unchallenged by the only oth- 
er effective medium of mass commu- 
nications that exists." 

Broadcasters have no real reason to 

fear sponsor disapproval for editorial- 
izing, Doerfer insisted, any more than 
newspapers and magazines fear adver- 
tiser disapproval for editorializing. 
"It is difficult to see why a good edi- 
torial program should drive away 
sponsors and audience," he main- 
tained. "In fact, new and exciting 
programing should attract both." 

NAB president Fellows, speaking at 
Wednesday's luncheon, praised the role 
that the FCC and its staff has played 
in the development of the broadcasting 
industry. And, he added, if the FCC 
is to continue to contribute doing its 
job, its members must also continue to 
travel, to attend association meetings, 
visit networks and stations. 

"If commissioners are to keep 
abreast of sound and proper adminis- 
tration of the law," said Fellows, "they 
cannot live in a cave. This is not a 
business of manufacturing cement 
blocks. This is a dynamic business 
which touches the lives of millions of 
people every hour of the day. Com- 
missioners must visit to know — they 
must talk with and to broadcasters." 

"If government officials must travel 
to observe, to learn and in other re- 
spects discharge their official respon- 
sibilities," Fellows continued, "then let 
the government pick up the tab and re- 
lieve industry of the responsibility." 

Fellows called upon broadcasters to 
"resist any restraint which will make 
it impossible for government execu- 
tives ... to become acquainted with 
the new developments and the practi- 
cal operating problems of the indus- 
tries thev regulate." ^ 

McCann-Erickson president Marion Harper 

SPONSOR • 3 MAY 1958 


What you should know about tv film 

^ In June, McGraw-Hill Book Co. will publish a book 
called Television Advertising, covering every aspect of tv 

^ The following excerpts are from the section on pro- 
duction, relating to the planning and production of tv film 

Television commercials on film are 
best photographed <>n 35mm film, the 
standard size used in feature produc- 
tion for theaters. The quality is con- 
siderably better, both in pieture and 
sound, than the quality usually achieved 
on 16mm film. In addition, the larger 
film is easier to edit. Once the film has 
'(•in completed and approved, a cer- 
tain number of reduction prints are 
usuall) made in the 16mm size be- 
cause mam television stations are not 
equipped to handle 35mm film. In the 
reduced size the quality still is better 
than could be obtained by original 
photography on 16mm film, mainly 
because the finished product goes 
through many '"duping," (duplicating) 
processes to incorporate supers, optical 
effects, titles, composite scenes, etc., 
and the finest equipment to produce 
these effects is made only in the 35mm 
size. The principal reason for any 
photography at all in 16mm is cost, 
which is a good deal less than for 
35-mm photography. 

A similar situation exists when the 
commercials are shot originally in 
color, although 16-mm color film has 
quality advantages not possessed by 
16-mm black-and-white. Some adver- 
tisers today prefer to have at least a 
portion of their commercial schedule 
photographed originally in color, even 
1 hough for some time they will use 
onlj black-and-white prints made from 
the color original-. Such prints may 
Ik- superior l<> prints made from black- 
en, l-white originals because of the 
absence of grain in color films. On the 
other hand, can- must be taken to use 
colors that will register properly on 
the gra\ Bcale. Color photography of 
course is more expensive than com- 
parable photograph) in black and 
while (about 25 per cent I . largely 
due to the highei cosl of color film and 
i oloi processing. 

In addition, ihc large magazines of 

dim cannot be carried on a hand-held 

camera, so the shots must be shorter; 
and. finally, most hand-held cameras 
are spring-wound and can run contin- 
uously onlv for relatively short scenes. 
An exception is the Arriflex with its 
400-foot magazines, built-in electric 
motor and shoulder-strap storage bat- 

Some camera techniques 

Before any actual shooting is done 
on a commercial, a schedule is worked 
out to make the most effective use of 
personnel and studio sets. Generally 
when outdoor shooting is included it 
is scheduled first in order to take ad- 
vantage of a possible good day that 
might be followed by rain. It would 
be taking quite a chance to complete 
the studio work and then find that the 
entire company had to sit around idly 
waiting for the sun to come out; this 
has happened, and it quickly runs up 
a formidable expense. 

All the shots that are to be made on 
one set are made at the same time, re- 
gardless of where they fit into the com- 
mercial. For this reason, the final 
scene of the commercial may well be 
the first scene that is shot, being most 
elaborate. Then, perhaps, part of the 
set is taken down ("struck"), and some 
of the actors are dismissed. In the 
progress of a scene from long shots to 
close-ups, other parts of the set and 
the props that go with them may be 
removed, until finally the last shot 
made on the set may be a close view 
of one person in a very small part of 
the set. It is useful to keep this routine 
in mind in the preparation of the com- 
mercial. Obviously, it is uneconomical 
to call for an elaborate set that can be 
used only in one shot. It is much more 
practical to construct the commercial 
in such a way that the same set can 
be used for a diversity of purposes. 
For example, one set may be used to 
indicate different rooms by dressing 
parts of the set in different ways, but 

of course this cannot be done where 
the whole room must be shown at once, 
Again, it is often possible to suggest a 
large setting in a small area by the 
use of strategically placed detail. A 
grand ballroom, for instance, often is 
suggested in a fairly small area simply 
by the use of a single, but elaborate, 
crystal chandelier. 

This doubling up in the use of a set, 
however, must not be carried too far, 
or other values may be lost. Probably 
the greatest danger is in loss of depth. 
For example, a restaurant scene can 
quite adequately be represented by a 
table for two right up against a flat 
wall, but, since this has little depth 
dimension, it lacks charm and interest. 
A scene with other diners in the back- 
ground will be somewhat more expen- 
sive, but usually worth it. 

When scenes are shot at different 
times and in different places, there is 
the problem of matching tone, or 
amount of light, on the scenes. It can 
be disturbing and bewildering to a 
viewer to see radical changes in light 
values from one scene to the next. This 
is a technical problem, but it is a prob- 
lem the cameramen constantly have in 

Sound systems 

There are two methods used in re- 
cording sound for films: double system 
and single system. In the former, 
sound is recorded on a film (or mag- 
netic tape) that is separate from the 
picture film and is not, in fact, in the 
camera at all; in the single system, 
picture and sound are recorded on the 
=ame film, in the camera. 

Practically all professional film work 
is done with the double system because 
it makes for much better quality. One 
film negative cannot serve most effec- 
tively both for picture and sound; so 
when both are photographically ex- 
posed and developed in the laboratory 
in one process, a compromise in one 
direction or the other always must be 
made. With a double system, a type 
of film negative best suited for pic- 
tures can be used in the camera and 
another type, best for sound can be 
used in the recording equipment. The 
ideal characteristics for picture nega- 
tive and sound negative are almost 
diametrically opposed, i.e., low con- 
trast for best picture reproduction and 

SPONSOR • 3 may 1958 

extremely high contrast for best sound 

Or, as is being done with increasing 
frequency, the original recording of 
sound may be made on magnetic tape, 
which not only permits higher quality 
than can be obtained on film, but in 
addition can be erased and used over 
again until the sound has been re- 
corded as desired. When a recording 
has been approved, the sound can 
easily then be transferred from tape to 
film. The final step, with the double 
system, after both picture and sound 
have been edited, is to combine them 
on one film, called a "composite." 

A single system starts out with what 
is, in effect, a composite. It is less 
expensive, of course, than starting 
with two separate films; it is handier 
and it is quicker. For these reasons, 
single-system sound is quite useful for 
news films, on-the-spot interviews, 
sports coverage, and, in brief, in all 
cases where it is important to get the 
picture and sound while they can be 
had, regardless of quality, or where 
speed or economy must take preced- 
ence over quality. 

Off-screen narration, sometimes 
called "voice over," is a good deal less 
expensive than on-screen (direct, live 
or lip sync) narration or dialogue. 
Picture and sound can be recorded at 
different times. Scenes are shot more 
rapidly, since they require only panto- 
mime, with no necessity to memorize 

scripts and develop perfect readings. 
A partial exception to this is the situa- 
tion in which performers, usually 
singers, are called on to synchronize 
lip movements with sounds previously 
recorded. This is called a "playback." 
L'ven this is generally simpler and less 
expensive than shooting in live sound, 
although, naturally, it requires more 
time than shooting a silent picture 
without the need for synchronization. 

Live sound is not only more expen- 
sive than off-screen sound, but con- 
sumes more time and calls for con- 
siderably more precise timing of 
scenes. A commercial with only two 
seconds too much live sound may have 
to be reshot completely. If this is not 
discovered while the cast, crew, and 
sets are on hand, it may prove quite 
costly. So, to provide at least some 
flexibility in timing, it is well to in- 
clude a sequence employing off-screen 
narration. The off-screen narration 
always can be done over, if need be, at 
a reasonable cost. 

Off-screen music and sound effects 
are combined with the voice film sound 
track by a process called "dubbing" or 
"re-recording." Music may be used to 
heighten the effect of action, to help 
establish a mood, and to serve as a 
background adding dimension to off- 
screen narration. Often a sound effect, 
correctly dubbed in, can give the im- 
pression of live sound: a car starting, 
for example, a bell ringing, a ship's 

whistle blowing. Many times this can 
be psychologically quite useful in a 
commercial: for instance, hearing the 
sound of a blowout in a tire commer- 
cial can add considerably to the force 
of the picture of the event. 


Film editing, which consists of as- 
sembling, in accordance with the script 
or storyboard, the various scenes and 
sounds called for, is not a glamorous 
or widely publicized occupation, but it 
is vitally important. The final impres- 
sion made by the commercial depends 
greatly on the quality of the editing. 
A film editor faces problems similar to 
those of a director in changing from 
feature to commercial films. He must 
reorient himself to a sales point of 
view; he must not allow himself to 
think of the product merely as a prop; 
he must remember that the product, 
large or small, common place or un- 
usual, is the hero of the story. 

The mood, or emotional content, of 
a commercial can be greatly affected 
by the editing. A sort of rhythm can 
be established. A scene may be broken 
up into views from different camera 
angles frequently, occasionally, seldom, 
or not at all, and the rhythm and effect 
of the scene will depend on which 
choice is made. When many fairly 
brief shots are used, a feeling of excite- 
ment and tension tends to be created, 
{Please turn to page 72) 

Clark M. Agnew 

"Television Advertising," McGraw- 
Hill's impending book on the princi- 
ples and techniques of tv, will be pub- 

lished in June. It will run approxi- 
mately 300 pages, with 150 photo- 
graphs and line drawings. Price: 
about $8.50. 

The authors of "Television Advertis- 
ing" are Clark M. Agnew (left) and 
Neil O'Brien (right). Agnew is presi- 
dent of his own radio/tv consulting- 
producing firm, Clark M. Agnew Co., 
Westport, Conn. He is a former art 
consultant to Lennen & Newell, and 
most recently was radio/tv director of 
Donahue & Coe before establishing his 
own firm last year. 

O'Brien is in the editorial depart- 
ment of J. Walter Thompson and is 
also a lecturer and nistructor at Ford- 
ham University in radio and tv. He 
was formerly with Ruthrauff & Ryan, 
Kenyon & Eckhardt and Lennen & 
Newell in various radio/tv jobs. 

The excerpts in the accompanying 
article are from the section titled 

"Production Particulars." All of this 
published materialis copyrighted by 
McGraw-Hill Book Co. 

Neil O'Brien 

SPONSOR • 3 MAY 1958 

As fall programing firms up, SPONSOR ASKS: 

How strong will the tv give-away show 

Four specialists in the field say tv 
give-aways Mill be bigger than ever, 
hut indications are that new for- 
mal will be keyed to more home 
audience participation. 

Thomas W. Moore, vice president in 

charge of programing and talent for ABC- 
TV, New York 

The number of television programs of- 
fering prizes is going to get bigger. 
For those who participate in the pro- 
gram itself, there is the thrill of hav- 
ing a chance to win prizes which might 
otherwise be unobtainable. For the 
viewer, such a program offers imagi- 
nation — what it would be like to win 
such prizes for himself or herself. 

Both cash and merchandise prizes 
have their advantages. A large amount 
of money as a prize is obviously a tre- 
mendous lure to contestant and viewer. 
Merchandise prizes, on the other hand, 
make it possible for the producer and 
advertiser to offer valuable items at 
small cost since many companies are 
willing to provide them at a price far 
below their actual retail value. In 
many instances, merchandise has value 
above and beyond cash since it may 
happen to be the very thing that the 
contestant has always wanted to own, 
but could never afford. 

In maintaining quality entertain- 
ment, and at the same time providing 
economic advertising for the sponsor, 
merchandise give-away programs fill 
an important need in programing. Evi- 
dence of the success of tlii^ type <>f 
programing is the record of ARC TV's 
Do You Trust Your Wife? which has 
built steadil) in audience sizi . 

J. C. Morgan, producer of "Do You 
Trust Your Wife'?", Don Fedderson Pro- 
ductions, New York 


Harry Hart, Andlee Associates, Inc., 

contest and tv merchandise specialists, 

New York 

Home audience quizzes, as an adjunct 
to the studio-participant quizzes, will 
reach their peak next season. Their 
popularity started this season with 
shows such as Do You Trust Your 
Wife? and has been building ever 
since. Not that they are new. Entire 
programs in the past have been created 
around them such as Stop The Music. 
But our timing was right when we 
introduced it again. 

A few years ago someone started the 
chain letter idea and it swept the 
world. The same thing happened a 
few years back when give-away shows 
came into style. It was just what the 
public wanted at that precise moment. 
It was only natural, therefore, after 
watching hundreds of people win 
thousands of dollars or prizes, that an 
offer to participate from your own 
home should become popular. 

Producers must give the public what 
it wants or they aren't in business very 
long. Hence, the sudden appearance of 
the home gimmick on so many shows. 
This is the time to develop complete 
shows around the give-away. Before 
too long some courageous producer 
will bring out something completely 
different which will catch the public's 
fancy, and the popularity of give-away 
shows will begin to diminish. Mean- 
while you'll have more before you 
have less with each one trying to outdo 
the other. From a producer's stand- 
point, it's important to keep in step 
with the times. And the timing is 
right for home audience quizzes. 

Home audience participation is becom- 
ing an integral part of the give-away 

The quiz show producer has been 
forced to face the fact that, with so 
many quiz shows on the air, the view- 
ers' interest in seeing someone else win 
thousands of dollars in cash or prizes 
would pall. What better way to stimu- 
late the viewer, than to answer the uni- 
versal question "What's in it for me?" 

Why does the viewer respond in 
such a gratifying manner? For one 
thing, the rules for the home viewer 
are usually very simple. Sometimes he 
does nothing more than write his name 
on a postcard. Americans love con- 
tests, and almost every one of them 
thinks he has a chance to win. And he 
does. Then, too, the current recession 
probably has some effect on it. Pro- 
ducers remembering the success of 
Bingo and Bank Night during the de- 
pression, undoubtedly believe that with 
unemployment and the tight money 
situation, more and more people will 
forego other expensive forms of enter- 
tainment to stay at home and watch 

It's the responsibility of the agency, 
publicity and pr men to get the most 
for their clients' dollar. And they 
know that the giveaway show is the 
least expensive method of obtaining 
extensive coverage. They appreciate, 
too. the fact that even though they 
can't give a commercial spiel on a give- 
away show, the attractive manner in 
which their merchandise is displaverl 
creates a desire for it. 

SPONSOR • 3 MAY 1958 


What is the future of the give-away 

The future of the giveaway show is 
comparable to the future of any form 
of entertainment — the good, solid 
shows will last — the poorly presented 
imitations will fall by the wayside — 
at any rate, we look forward to ar- 
ranging a trip to the moon for some 
lucky winner on some future give-away 

Al CrOSS, advertising & sales promotion 
manager, Sabena Belgian Airlines, New York 

The give-away show will gain in mo- 
mentum next season because more and 
more advertisers are realizing both the 
economy and impact of this type of 
programing. Certainly our participa- 
tion in tv network shows, quiz as we] 
as variety, has been very successful. 

Show types are carefully analyzed 
and chosen so that our message hits 
the mass market — the women's market 
by day and the men's market by night. 
The highly rated daytime quiz show 
The Price Is Right alone provides us 
with millions of viewers both for our 
message and for an association with 
other products of similar high qualitv. 

We have tangible evidence of the 
results of our quiz show participation. 
From reports by our sales managers in 
most major cities, we estimate that our 
offices receive about 400 telephone 
calls after each show. These calls, 
- asking for more information on tours 
or whatever was featured on a particu- 
lar show, usually result in a high per- 
centage of sales. 

Our 1959 advertising plans include 
expanding our use of give-away shows, 
as we are thoroughly convinced of 
their selling power. ^^ 


to penetrate! 



. 325,000 WATTS 

J. E. Campeau, 

* This powerful RADIO voice sends 
your message to a greater num- 
ber of listeners . . . you get more 
for your promotion dollar. 

* This powerful TV signal is sent to 
a greater number of viewers . . . 
costs you less by exposing your 
product to a bigger audience. 


National Rep. 



SPONSOR • 3 MAY 1958 




Top 10 shows in 10 or more markets 
Period 1-8 March 1958 







link Put* 

N.Y. L.A. 

s. Fnu. 


Chicago Detroit 

Milw. Mnpls. Phlla. Tacoma Waah. 

Atlanta Bait. Bl 

1 1 

Highway Patrol (M) 


17.6 15.3 



7 :00pm 

13.2 29.9 

S:00pm 10:30pm 

10.5 21.2 22.5 27.0 21.7 

wisn-tv kstp-tv wcau-tv knmo tv wtop-tv 
10:00pm 10:30pm 7:00pm 7:00pm 7:00pm 

23.9 20.5 3( 

7:30pm 7:00pm 10: 

2 7 

Honeymooners (C) 


18.8 14.8 


7 :00pm 



13.2 23.5 

wgn-tr wjbk-tv 
9:30pm 10:30pm 

16.2 20.4 30.8 17.9 

wcco-tv wrcv-tv king-tv wrc-tv 
5:00pm 7:00pm 6:30pm 7:00pm 

20.5 22.3 2! 

7:00pm 10:00pm 10: 

3 3 


Death Valley Days (W) 


13.2 14.8 

7:00pm 7:00pm 



14.2 19.9 

10:00pm 7:00pm 

29.7 16.9 23.8 

wcco-tv wTov-tv komo-tv 
9:30pm 7:00pm 9:00pm 

14.5 11.8 

6 :30pm 7 :00pm 

Sheriff of Cochise (W) 


5.9 15.0 

7:00pm 7:30pm 





16.5 18.5 

4.4 20.4 18.9 27.3 18.9 

24.9 14.0 3 


10:00pm 7:00pm 

10:30pm 10:30pm 6:00pm 7:00pm 7:00pm 

7:00pm 10:30pm 7: 


State Trooper (A) 








22.2 12.2 

9:30pm 7:00pm 

21.5 24.2 15.2 8.8 8.5 

wtmj-tv kstp-tv wTcv-tv ktnt-tv wmal-tv 
9:30pm 9:30pm 7:00pm 8:30pm 10:30pm 

20.5 1 

7 :00pm 10 

5 5 

Silent Service (A) 


10.2 5.8 




7 :00pm 

21.5 19.7 

9:30pm 7:00pm 

16.5 12.2 13.9 22.3 17.5 

9:30pm 9:30pm 6:30pm 7 :30vm 10:30pm 

15.9 2 

7 8 

Sea Hunt (A) 


24.6 11.3 

10:30pm 7:30pm 


14.5 15.2 

wgn-tv wjbk-tv 
8:30pm 7:00pm 

10.0 17.5 29.8 13.5 

10:30pm 9:30pm 7:00pm 10:30pm 

13.9 16.3 3 

6:30pm 10:30pm 3 

8 10 

Cray Chost (A) 


2.2 7.2 

8:00pm 7:00pm 






19.2 27.3 22.0 

wcau-tv king-tv wtop-tv 
7:00pm 6:00pm 10:30pm 

21.9 17.0 2 

7:00pm 10:00pm 7 

8 6 

Whirlybirds (A) 


6.3 12.5 



9.5 11.5 

9:00pm 6:30pm 

26.5 15.5 18.5 8.3 16.9 

9:30pm 9:30pm 7:00pm 7:30pm 9:30pm 

21.5 11.3 2 

7:00pm 8:00pm 7 

10 8 

Annie Oakley (W) 


10.4 8.1 

uahc-tv kabc-tv 




19.5 24.5 

6:00pm 6:30pm 

20.2 19.9 17.9 21.8 14.5 

6:00pm 5:30pm 5:30pm 6:00pm 7:00pra 

13.2 9.5 1 

6:00pm 5:00pm 7 

Pink Past' 

Top 10 shows in 4 to 9 market* 

1 3 

Doctor Christian (D) 





18.2 12.2 

10:00pm 10:30pm 

2 1 

Doctor Hudson's Secret Journal (D) 








5.1 ' 



Mike Hammer (M) 





21.5 12.8 21.5 

wcau-tv king-tv wrc-tv 
10:30pm 10:30pm 10:30pm 


4 1 


Crand Ole Opry (Mu) 





Stories of the Century ( W) 



13.7 19.9 

9 :30pm 6 :30pm 

6 9 


Little Rascals (C) 


4.5 9.5 

E 00pm t 00pm 



Crusader (A) 




15.2 9.8 

10:30pm 9:30pm 




If You Had A Million (D) 


15.3 9.8 

7:00pm 10:00pm 





6.3 13.9 

8:30pm 10:30pm 

21.5 17.3 

7:00pm 6:30pm 

9 5 

Casey Jones (A) 







5.8 10.5 

7:00pm 7:00pm 

22.2 19.3 • 

7:00pra 7:30pm 


Amos V Andy (C) 


9.8 8.4 


8 :00pm 


r, :00pm 



20.3 20.7 

6:00pm 6:00pm 

(K) kld«; (M) 

dlcaled. H hr.. H hf. * h 

■ lilted above. Blank ipaci 

another In thu chart •Refera l< 



Cleve. Columbus St. I 

23.9 28.9 20.2 

7 :00pm 10 :30pm 9:30pm 

15.2 26.9 

10:30pm 7:0Opm 

21.5 30.9 

7:00pm 9:30pm 

3 2.9 

, re-ti 

: mi™ 

|P.5 17.5 18.9 26.2 

18.2 16.2 

10:30pm 10:30pm 


31.2 16.5 

10:30pm 7:00pm 

17.9 19.5 

7:00pm 8:00pm ! 

19.5 18.2 

10:30pm 7:30pm 

17.5 23.2 

7:00pm 7:0Opm 




22.2 21.5 

6:30pm 6:00pm ( 


31.8 27.9 27.5 

9:00pm 10:00pm 10:30pm 

29.5 25.3 

9:30pm 7:00pm 



25.3 29.9 22.8 

7:00pm 10:00pm 7:00pm 




29.8 26.2 19.0 

7:0Opm 10:00pm 10:30pm 



28.3 18.2 

whio-tr wdsu-tv 
7:00pm 10:30pm 



HI llflpni 

31.3 24.5 

7:30pm 10:00pm 

21.3 22.9 

6 :00pm 5 :30pm 

I 1.5 





.. ir was in other than top 1 

«i ket is Pulse's own. Pulse deti 

„J ictually received by homes i 

,H u li i thi/ugh station itself may t 



29.1 19.9 

whio-ty wdsu-tv 
6 :00pm 5 :00pm 


I It just takes one BIG one... 


No Question About Who's Leading The Field In Mobile. 
WKRG-TV is lengths ahead (Nielsen, ARB and Pulse) . . . 
continues to pull further and further in front. 


Even before, Nielsen gave WKRG-TV 46,000 extra families 
in the Mobile Market. Now, a new, maximum- 
height tower sends WKRG-TV's better programming 
booming into tens of thousands of additional 

Mid-Gulf homes ... as the map below clearly shows. 
For full details of WKRG-TV's lead, call 
your Avery-Knodel man ... or C. P. Persons, Jr., 
V.P. and Gen'l Mgr. of WKRG-TV. 


Reps. Avery-Knodel ^jj^ 

Capsule case histories of successful 
local and regional radio campaigns 



SPONSOR: Monroe Merchants AGENCY: Direct 

Capsule case history: From 23 April through 27 April, 
L958, KNOE, Monroe, La., staged a "Merchandise Fair" at 
the Ouachita \ alley Fair Grounds to stimulate Monroe and 
West Monroe economy. Business men who wished to par- 
ticipate could purchase a $200 package of announcements 
on KNOE and exhibit their goods at the fair. This was the 
first time in the city's history that such an undertaking had 
been promoted by a single medium. The special package 
rate was available on a first-come, first-served basis. More 
than 30 local merchants erected exhibits at the fair grounds 
and displayed products such as electronic ovens, light bulbs, 
automobiles and every known type of appliance. As part of 
the festivities local personalities were on hand to boost pub- 
lic interest. More than 15,000 people visited the fair. Sales 
for the five-day period were overwhelming. Local business 
men agree that it was the most successful campaign they 
had ever experienced and attributes its success to radio. 

KNOE, Monroe PURCHASE: Announcements 


SPONSOR: Youngk Tire Service, Inc. AGENCY: Direct 

Capsule case history: About two years ago, Youngk Tire 
Service, Inc., of Portsmouth, Va., purchased a modest sched- 
ul< on WAVY, Norfolk, Va. One month after the advertis- 
ing began, sales were up 40% over the same month of the 
previous year. After two years of continued use of WAVY. 
Youngk i- experiencing the same success they had in 1956. 
In April. L958, Youngk teamed with the Joynes Tire Service, 
of Norfolk, a local General Tire dealer, and each purchased 
17 announcements on WAVY to advertise the new General 
Tire-Miler tires and a few other accessories. This was the 
onl) medium used for this particular campaign. After 
using onlj eighl announcements, Youngk had to call the 
station and request substitute copy be run. The reason? 
Both Youngk and Joynes were completely sold out of every 
item being promoted in the spots. Youngk has more than 
doubled their original schedule on WAVY. "It is obvious 
that WAVY delivers the audience I want to hit," said 
^i oungk spokesman. "Our market continues to expand." 


SPONSOR: Super Hardware AGENCY: Direct 

Capsule case history: In anticipation of the opening of 
their new hardware store in Nashville, Tenn., James Carter 
and Glenn Wiles, the owners of Super Hardware surveyed 
all available media to determine which one could deliver the 
impact needed to draw customers to the opening. After all 
the results were in, the partners decided on radio as the 
medium they could use most effectively. They purchased 
50 one-minute announcements to run one week on WSIX, 
Nashville. This was the only campaign except for handbills 
distributed in local neighborhoods. When opening day 
rolled around it was raining. Even so, when the owners 
arrived at 9:00 a.m., they were elated to find well over 100 
people waiting in line. Extra clerks had been put on, but 
they were unable to accommodate all the customers. Two 
weeks later they repeated the campaign, and again the re- 
sponse was overwhelming. Carter & Wiles have now signed 
a contract with WSIX for a third schedule for one year. 

WSIX, Nashvi 

PURCHASE: Announcements 


SPONSOR: U-DO-IT Laundramats, Inc. AGENCY: Direct 

Capsule case history: The U-DO-IT Laundramats, Inc., of 
Springfield, Ohio, opened the first of its self service 24-hour 
laundramats with a schedule on WIZE. The campaign con- 
sisted of 30 humorous spots over a one-week period, plus 
one small newspaper ad. No other advertising was used. 
On opening day the response was tremendous. The store 
was packed from early morning to late night. Immediately 
after the first campaign, U-DO-IT purchased 500 announce- 
ments to be run throughout a year. The announcements 
were scheduled to be run 10 per day once a week, rotating 
the days each week. Two months after the opening of the 
laundry a second store was opened and met with an even 
better response. The U-DO-IT Laundramats have steadily 
grown since their beginning a few short months ago. Sev- 
eral other branches have been planned for the immediate 
Future, with the bulk of the advertising expenditure being 
funneled to radio. "The U-DO-IT Laundramat is building 
its business with radio," said one of its owners. 

\\ WV Norfolk 

PURCHASE: Announcements WIZE, Springfield 

Pl'RCHASE: Announcements 

SPONSOR • 3 MAY 1958 

"HEADquarters U.S.A."— in more ways than 600 

Washington has more feathers in its cap than just being capital of the federal 
government. From Air Transport Association to Wildlife Management Insti- 
tute, some 600 national organizations have established their headquarters in the 
Metropolitan Area — 48 in the last four years alone. * They are of every type — 
industrial and scientific, professional and social service, trade and labor. They 
employ 12,000 well-paid people. They appreciate the unique advantages that only 
Washington, of all cities, can provide. So will your radio schedule ! 

This many-sided Washington has one thing in common — a desire 
for good radio fare that has made Station WWDC the preferred 
point on the dial. We have been first or a mighty close second in 
every PULSE of 1957 and thus far this year. We have a simple 
formula — to be a listenable station to our audience, and a pro- 
motional station to our hundreds of national and local advertisers. 
The mutually happy result — ever-increasing listeners for us, ever- 

increasing & 

? for you. 


adio Washington 

*Economic Development Committee, Washington Board of Trade REPRESENTED nationally by JOHN BLAIR & CO. 

SPONSOR • 3 MAY 1958 





Marketing tools, trends, 
research data and trade tips 


3 MAY 1958 

Copyright 1958 

The focus of the week in syndication was on developments at the NAB con- 

It's the last time that the syndicators will be able to put on the ballyhoo at these annual 
meetings. In any event, the highlights of their participation this week included: 

• MCA's big ado over the availability of the Paramount library, with several sales 
either concluded or pending. (WBZ-TV signed up for the complete package of 700 features 
at a price of $2 million for six years.) 

• NTA's strong bid for recruitment to its film network via one of the most elaborate 
exhibits staged at an NAB convention. 

• TPA president Milton Gordon's plea for better understanding of the syndica- 
tors' problem plus a veiled hint of higher syndication prices. Gordon's thesis: A producer- 
distributor gross in excess of $1,725,000 before he can realize a profit on a syndicated series. 

In case you've wondered why Ziv is taking Highway Patrol into a fourth year 
of production instead of sitting back for re-run residuals, there's a good reason: 
the profit margin. 

With a $60,000 gross on each film, Ziv is able to realize approximately a $9,000 net 
profit on each show. 

Although bargaining is still rampant, a general rule-of-thumb has emerged in 
re-run buying. 

It boils down to this: A station pays a price equal to a one-minute commercial 
in the time it is scheduled to run. 

You can look for expansion — rather than belt-tightening — in the merchandis- 
ing services offered with syndicated series. 

Plans of one major film company call for a panel of full-time merchandising experts for 
each of the larger advertiser types: such as b^er, food products, institutionals, etc. 

CBS TV Film will solidify its plans to go after off-beat types of advertisers 
this summer. 

It will set up a new business division to pursue such prospects as airlines, travel agencies, 
housing supply companies, etc. 

Flashes from the film field: Hal Roach has made nine pilots, available for viewing 
this week. Investment: $435,000 . . . Screen Gems changed the title of its fall syndicated 
offering from Dial 116 to Rescue 8. The series is based on adventures of Los Angeles rescue 
squad . . . CNP will probably offer a third series for fall sale . . . Adventures of William 
Tell is under production in Switzerland by NT A. Robin Hood director Ralph Smart is pro- 
ducing the series . . . James Delaney will head the new re-run sales division, Proven Pro- 
grams, for ABC Film . . . Dragnet, off network this June, can now be peddled for syndica- 
tion under its own title, rather than Badge 714. 

(For further film news, see SPONSOR-SCOPE and Film Wrap-up, p. 62.) 

SPONSOR • 3 MAY 1958 

Key trends and developments 
in marketing and research 

3 MAY 1958 

Oawltht IM* 



Attention, marketing men! 

Are you keeping up-to-date on the location of new retail outlets? If so, are 
you keeping your agency's media buyers aware of what's happening? 

One shrewd marketing man doubts it. 

He explained: "I've come across a number of cases where supermarkets are moving way 
out to exurbia. That means there are people out there. That also means that media depart- 
ments ought to check to see if the newspapers they're using are reaching these people. I've 
checked some instances and found out they're not. The only way to reach these customers is 
through radio and tv's long reach." 

There's another side to that coin. S >me cities are the shopping centers for 
vast areas. Here, too, is a case where me ropolitan dailies' limited delivery zones 
call for electronic transmission of the ad message. 

Television has been an important faclor in the growing trend among retailers 
to give important brands display in two or more places. 

So reports E. B. Weiss, merchandising director of Doyle Dane Bernbach. Tv, he said, 
has added new dimensions to pre-selling — and it is pre-selling which is making additional 
displays for a single brand so effective in retailing. 

Weiss is the author of a marketing study — "Winning Multi -Location Exposure for Brands 
in Mass Outlets" — just published by DDB. 

The meaning of multi-location exposure, Weiss said, is that point-of-sale adver- 
tising is now learning the value of repetition, a lesson consumer advertising learned 
many years ago. 

There's more than meets the eye in US Steel's new promotional look, whose 
symbol can be used as a trademark for any product made of steel. 

If admen are wondering why the country's biggest steel producer is stressing steel in gen- 
eral and not just USS steel, here are some ansvers: 

1. US Steel marketers are confident their firm will get its share (if not more) 
of any increase in steel consumption. 

2. There are certain practical reasons why steel firms cannot get much pro- 
motional mileage out of consumer product tags with the steel company's name 
prominently displayed. In the first place, manufacturers of steel products for consumers 
use metal from more than one supplier. Secondly, these manufacturers, in promoting their 
own name, sometimes regard the steel supplier's tag as competition. 

Some incidental intelligence: There's $9 worth of steel in the average major appliance. 

Though USS' new promotion was unveiled on I April, its new slogan ("Steel 
lightens your work . . . brightens your leisure . . . widens your world") had ac- 
tually been on the air for three months. 

Network tv spearheaded the campaign via the US Steel Hour, a further sample of video's 
speed. (For another example of the medium's flexibility, see item on Pillsbury in 26 April 

Network tv also introduced the trademark itself to consumers. Its debut was 
9 April. The print kickoff came on 19 April. 

For those wondering what to call the concave diamond shapes used in the new "steel- 
mark, mathematicians dub it a hypocyeloid. 

SPONSOR • 3 MAY 1958 



ALICE" of 

big new 

TV y 

on the 


to TV 
this fall. 

For full details of the BIG NIGHT, just prion 




Coliseum Tower, 10 Columbus Circle, New York 19, N. Y. • JUdson 2-7300 


(Cont'd from page >'' I 

big network properties, including I . S. 

Steel Hour have been renewed tor 

Even some agencies already billing 
over 5095 in air media foresee further 
growth for tv and radio in 195!!. Says 
William Est) v.p. Dr. Wallace Wulfeck: 
"We haven'l had anj cuts in ad 
budgets, and since our accounts are 
mainly package goods, we anticipate 
some increased expenditures. As for 
1958, I believe air billing will account 
for some 60 r r of total agency billing 
as it did in 1957, with the same pro- 
portion of network and spot that we 
had last year." 

But the outlook for fall network tv 
buying is not optimistic everywhere. 
"Tv may still get a bigger share of the 
ad dollar than in past years, but this 
growth is more likely in 1959 and 
1960 than this year," Campbell-Ewald's 
new president Tom Adams, told SPON- 
SOR. "This fall, some of the automo- 
tives ma) swing to spot for flexibility." 

In his agencx. fall buying is com- 

pleted, with commitments comparable 
it. fall L957, according to tv/radio v.p. 
I hil McHugh, who told SPONSOR, 
'■Long-term commitments would be a 
I robleni if the recession continues, hut 
I he networks are being realistic on 
this score and offering shorter con- 

Spot bu\ing is unquestionabh more 
cost!) for agencies to handle than the 
network time buy as such, most agenc) 
heads agree. Yet, in this highly com- 
petitive year, some soft goods adver- 
tisers prefer it not only for its greater 
flexibility hut because of the stress in 
marketing strategy upon local impact 
in trouble areas. 

"A successful spot campaign de- 
mands the full-time attention of at least 
one good media man throughout so 
that schedules can be refined and kept 
up to maximum efficiency," sa\s Bnan 
Houston media v.p. John Ennis. "Not 
only is the setting up of a spot buy 
more costly for the agency than mak- 
ing a network time buy, but the carry- 
through involves many more man- 
hours as well." 

In the Syracuse Market 




The amazing coverage superiority of WSYR is 
illustrated by these facts: 

• It reaches 80% more homes than the No. 2 
station in Syracuse. 

• Its weekly circulation is as great as that of 
stations 2, 3 and 4 combined! 

That's probably because WSYR attracts the adult, 
able-to-buy audience by high quality programming 
in all major areas of entertainment and public 

NBCio Central New York 


Nationally by 


570 KC 

This additional problem in agency 
operating costs arises during a year 
when ever-growing collateral services 
are already squeezing profits down to 
a minimum. 

"We don't believe that cost-account- 
ing by media is the answer, but an 
agency must make a fair return on 
each account," says MacManus, John 
& Adams' young president Ernie Jones. 
"Today, when some agencies employ 
as many or more people for collateral 
services as they do for the primary 
media and copy creating function, 
agency management has to review serv- 
icing of each account individually."" 

Smaller agencies, unable to compete 
with the $20-million-plus shops' mar- 
keting staffs on a quantitative basis, 
continue to stress copy creativity. "All 
agencies feel this is a year to reap- 
praise operating expenses," says GB&B 
v.p. and general manager, Gil Burton. 
"As a $12-million agency, we have a 
small marketing staff and we offer this 
type of counsel mostly as a plus in re- 
turn for media commissions. But our 
cost of handling media is high, since 
a large proportion of our billing is in 
spot, programing and announcement 
buys both. The biggest change we 
have seen in the past year is a shift to 
spot radio buying which continues into 
1958, because our clients want maxi- 
mum impact and frequency on a local 

While concern over the nation's 
economy was the predominant leit- 
motiv of post-session discussions, the 
fall outlook seemed optimistic. No 
one expects a boom during the second 
half of 1958. but a gradual improve- 
ment in the business climate is fore- 

Economist Martin Gainsbrugh told 
4A's membership to anticipate a fourth 
quarter 1958 gross national product 
of $430 to $431 billion, substantially 
above the first quarter's $424 billion 
and only slightly below fourth quarter 
1957. He put the business future 
squarely on the shoulders of admen : 

"To date, the forces of recession 
have been locked largely within the 
hard goods industry. If soft goods 
sales hold up during the next few 
weeks, a levelling out is likely. Final 
demand for goods and services for 
consumers and government is off less 
than 2% so far from the highest point 
of 1957." ^ 


A GUN" of 

big new 


on the 



to TV 

this fall.. 

• OTl^- 

&t*3as pu/AOiustZ -7ieu^~ 

For full details of the BIG NIGHT, just phon 





Coliseum Tower, 10 Columbus Circle, New York 19, N. Y. • JUdson 2-7300 











KODE-TV mt. vernon 1 




147,695 TV HOMES* 

KODE-TV in the Joplin market covers 
a 4-state area with 147,695 TV 
homes, 669,800 population and 
$776,919,000 buying power. 

Joplin is the urban center of 
11 communities in an 18-mile radius 
with a combined population of 

kode-tv in the Joplin market is 
287c taller, and 29% more powerful 
than any competitor. 
•Television Mag. Set Count 






Harry D. Burke, 
VP&Genl. Mgr. 
Rep. by 
Friendly Group Avery-Knodel 

WSTV. WSTV -TV, Steubenville; WBOY, WBOY-TV, Clarksburg; 
KODE, KODE-TV, .'oplin, WPAR, Parkersburg; WPIT, Pittsburgh; 
KMLB, Monroe, La , Colmes Werrenrath Prod , Inc., Chicago «. 

National and regional spot buys 
in work now or recently completed 



Tea Council of the U. S. A., Inc., New York, is preparing a cam- 
paign in 30 markets to promote iced tea drinking. Starting dates 
depend upon the markets. In the South, the schedules kick-off 15 
May and 15 June; in the North. 1 June. Minute announcements dur- 
ing daytime segments are being placed, with frequency depending 
upon the market. Buying is not completed. Media Supervisor: 
Gus Pflegler. Agency: Leo Burnett Co.. Chicago. (Agency declined 
to comment.) 

Ceneral Motors Acceptance Co., New York, is planning a cam- 
paign in 180 markets for its automobile financing plans following 
the pattern of previous years. The schedules start this month for 
16 weeks, run yveekends from 4 p.m. Friday to 9 a.m. Monday: aver- 
age frequency: 20 per week per market. Minute announcements 
are of a public service character: 30 seconds report traffic news: 
the second 30 seconds sell GMAC. Buyer: Rena Mayer. Agency: 
Campbell-Ewald Co., Inc., New York. 


Carter Products, Inc., New York, is adding to its current sched- 
ules in major markets for its Arrid cream deodorant. Minutes and 
chainbreaks are being slotted; run for 26 weeks. Frequency depends 
upon the market. Buyer: Steve Suren. Agency: SSCB. New York. 
(Agency declined to comment.) 

Lever Bros. Co., New York, is going into various markets for its 
Breeze detergent. The short-term schedule runs through May. Min- 
utes and 20's are being slotted, with frequencies varying. Buyer: 
Jeanne Sullivan. Agency: SSCB, New York (Agency declined to 
comment. I 

The Toni Co., Div. of The Gillette Co., Chicago, is entering into 
60 markets to push its new products Self and Adorn. Nighttime min- 
utes and chainbreaks are being used. Frequencies vary from market 
to market. Media Supervisor: Armella Selsor. Agency: North 
Advertising Inc., Chicago. (Agency declined to comment.) 

Procter & Gamble Co., Cincinnati, is kicking off a campaign in 
25 markets for its Lava soap. The short-term campaign runs for 
13 weeks. Minutes and chainbreaks are being aired, with frequen- 
cies varying. Media Supervisor: Gus Pflegler. Agency: Leo Bur- 
nett Co., Inc., Chicago. (Agency declined to comment.) 


American Oil Co., New York, is preparing a radio/tv campaign in 
120 Eastern markets for its gasolines and oils. The campaign starts 
in early June, runs through Labor Day. In radio, news programs 
and minute announcements are sought; in tv, minutes and chain- 
breaks. Frequencies vary from market to market. Buying has just 
started. Buyer: Vince Barnett. Agency: The Joseph Katz Co., 
New York. ( Agency declined to comment.) 

SPONSOR • 3 MAY 1958 


big new 



on the 


to TV 
this fall...^ 

For full details of the BIG NIGHT, jus! phone, wire o 

gufaS Os/AOnuie -Tt^ur- 


Coliseum Tower, 10 Columbus Circle, New York 19, N. Y. • JUdson 2-7300 

This is something wc can't be modest about. Our news service 
is outstanding. 

Our news departments are stalled with top local people who 
have national reputations. In our Volkswagen Newsmobiles, 
they're on the scene of action as swiftly as the police, or the fire 
department. They do remotes from every part of our coverage 

This kind of coverage pays off with listeners. They stay with us 
to get more news . . . more weathercasts — more often. 
There's a full report on our news operations in a new color 
film. It makes clear why, in both Akron and Providence Greater 
Metropolitan Areas we deliver more listeners per dollar than 
competing stations. Write or call . . . we'll arrange a showing. 



•Tim Elliot, Pres. "Jean Elliot, Vlce-Pre 



[Cont'd from page 35) 
gether with a slide whistle. She also 
sings a jingle: "I'm Oona O'Tuna: 
And I love to croon a-: bout Breast- 
O'-Chicken Tuna: Breast-O'-Chicken's 
quicker: Quicker off the clipper." The 
radio commercials are on a rough 
flight cycle; they are scheduled for 
four to five weeks, with a two to three 
week hiatus. 

On 1 May Oona O'Tuna moved into 
four "minor" markets on a spot tv 
basis. Both 30's and 60's are being 
tested in chain store participations, 
and used in daytime shows. 

"These spots mark our first tv test- 
ing of Oona in minor markets," savs 
account supervisor Footman. "We have 
not abandoned programs; these spots 
were specifically requested by brokers." 

The Oona OTuna theme gets wide 
exposure; it appears in all media with 
one notable exception: it does not ap- 
pear in any merchandising display. 
Many manufacturers believe a theme 
carry-over from advertising to product 
is valuable and look for ways to incor- 
porate it, not only through all media 
but in point-of-sale and packaging. 

Account supervisor Footman dis- 
agrees. A point-of-sale piece, he says, 
"must create impulse then and there 
and does not need a carry-over from 
the advertising theme. The shopper is 
not seeking entertainment," he stresses. 
"She is concerned with the practical 
problem of feeding her family. She is 
looking for ideas and suggestions. If 
you can give them to her on the spot, 
she buys your product. Advertising," 
he believes, "prepares her to buy; 
ideas and suggestions make her buy." 

Besides tv, radio and merchandis- 
ing, BOC is strong in car cards. The 
company has used this medium for 25 
years, making it one of the oldest 
users in the West. With the introduc- 
tion of Oona O'Tuna on tv last 1 Sep- 
tember, BOC put car cards in 30 mar- 
kets and, on 1 May, this was jumped 
to 53 markets. In addition the car- 
toon character is being used in news- 
papers and one national woman's mag- 
azine. Campaign allocations break 
down to about 10% tv; 30% radio; 
40' < magazines and newspapers and 
120' . car cards. 

So, market by market, the Oona 
O'Tuna campaign is coming full cycle. 
The character was created for, and 
launched on, tv spots. It moved into 
radio and car cards, then into print, 
and now is back to tv again. ^ 

SPONSOR • 3 MAY 1958 


big new 


on the 


to TV 
this fall... 

BSe are just a few of the 39 truly great 
linute programs that will be seen on "Premiere 
armance," returning in the fall for its second trium- 
t year on the air. 

oduced by those master creators of superb entertain- 
;-20th Century-Fox and Paramount-it features noted 
i in noted stories by noted writers . . . that are sure to 
ict millions of TViewers. 

note the fact that it's all part of the Big Night that 
combined with three great new half-hour series ... is 
ng to TV this fall on TV stations associated with . . . 

<&u'&z'S piykOnUe. 'Tt&ur- 


Jeanne Crain, Dana Andrews 



George Brent, Myrna Loy 



i Tower, 10 Columbus Circle, New York 19, N. Y. • JUdson 2-7300 

A pictorial review of local 
and national industry events 


W\tZ. Detroit, has joined forces with the American Institute of 
Men's & Boy>" Wear to encourage teen-agers to dress better through a 
series of spot recordings by famous artists. Discussing the "dress 
right" spots are (1. to r.) John Heavenrich, president of Whaling's 
Men's Store and head of the Institute's Detroit chapter; Detroit mayor 
Louis C. Miriani; WXYZ v.p. Hal Neal; and WXYZ d.j. Fred Wolf 

KCBS, San Francisco, recently completed an unusual promotion in 
its State Fair Slogan Contest. Entrants vied to come up with the win- 
ning slogan for the California State Fair, with first prize a piece of 
land in the Sierra Mountains. To top it off, KCBS had "Nevada" 
Carson, nephew of scout Kit Carson, pony-express deed to winner 
along the historic trails from the Siena Mountains to San Francisco 

WIN \ 

marble champs of the Madison 
Boys' Club practice up for the 
T\ Marble ' hampionship broadcast 
■pla> bj Mart) Glickman (with clip- 
ova WB.CA TV, Not York. Some 32 


the i 

"Put the ship in salesmanship" is the 

theme of a campaign launched by KDKA 
Radio, Pittsburgh, to keep its national reps 
— Peters, Criffin, Woodward — fully informed. 
Donald J. Trageser, KDKA sales mgr., dis- 
cusses theme with prom. mgr. June Buzzelli 

Joseph Seideman (r.) of KBIC, Catalina 
Island, Calif., receives the coveted "Sammy" 
award for top creative salesmanship in Los 
Angeles market. Presenting trophy is L. E. 
Doyle, pres. of the Sales Executives Club of 
L.A., and looking on is "Miss Sammy Award" 

SPONSOR • 3 MAY 1958 


News and Idea 


P&G continues to run appreciably 
ahead of the previous year in prof- 
its and net income. 

Comparative profits for the first nine 
months ending 31 March: 1957-58: 
$109,872,733; 1956-57: $102,975,833. 
Comparison of network income: 1957- 
58: $56,343,733; 1956-57: $51,520,- 

Campaigns and promotions: 

• This week the Kellogg Co. initi- 
ates a saturation spot campaign for 
40% Bran Flakes in radio and 11 
tv markets. 

• New time: The latest campaign 
of the F. & M. Schaefer Brewing 
Co., running now through 25 October, 
features the theme . . . "Eastern Day- 
light Schaefer Time." Some 400 
spots each week will be carried on 
major N. Y. metropolitan stations. 

• The Campbell Soup Co. will 
repeat its Soup 'n Sandwich promo- 
tion this summer. The campaign will 
begin in June on Campbell's Lassie 
show (CBS). 

• Liftsavers, a new heel device, 
announces a $500,000 saturation ad 
campaign to introduce the new do- 
it-yourself molded lift nationally. It 
will kick off immediately, using tv 
spots in 60 markets. Agency; Product 

For Father's Day: The Gillette 
Safety Razor Co. will spend over 
one million dollars in nation-wide 
tv, radio and print campaign to pro- 
mote its products for Fathers' Day, va- 
cation and graduation gift-buyers . . . 
Same objective for J. B. Williams 
shaving products campaign to be- 
gin 19 May on Twenty One, To Tell 
The Truth, Original Amateur Hour, 
and on radio and in print. 

Baseball Bug: Phillies Cigars pur- 
chased tv and radio segments in Phil- 
lies, Orioles, Pirates and Cubs games. 
Commercials will be aired on 16 tv 
and 39 radio stations in seven states. 

3 may 1958 

New jobs for: Owen Carroll, ap- 
pointed product manager in the mar- 
keting service group, B. T. Babbitt . . . 
Donald Wells, general products man- 
ager of household products division, 
Colgate-Palmolive . . . William 
Schliemann, assistant sales manager, 
Tussy Cosmetics Div., Lehn & Fink . . . 
James Butler, executive v. p., Out- 
board Marine International . . . Carl 
Bradford, appointed director of re- 
gional operations, RCA . . . Harold 
Wright, Royalite commercial prod- 
ucts sales manager, U. S. Rubber . . . 
Werner J. Jensen, assistant general 
manager, Chicago Ice Cream Division, 
Borden . . . Mini Pike, advertising- 
merchandising manager, Lanolin Plus 
. . . Thomas L. Greer, former v.p. of 
Biow Co., named director of adver- 
tising, Plough, Inc. . . . James F. 
Canning, appointed sales promotion 
manager, Sylvania Electric Products, 


Topic that seemed to take the 
spotlight at the 4A's meet in White 
Sulphur Springs: 

1) Possibility of heavy goods ad- 
vertisers curtailing their budgets. 

2) The trend among top agency 
management to help the client admin- 
ister his business instead of hewing to 
the agency's primary goal, the creative 
function. (McManus, John & Adams' 
Ernest Jones posed this dilemma.) 

3) Admen are over-sensitive to the 
public's opinion of them. A Gallup & 
Robinson survey shows that house- 
wives surveyed had a higher re- 
gard for the adman's function 
than surveyed admen had antici- 

Smith & Dorian, Inc., was elected 
the 16th member of the Mutual 
Advertising Agency Network. 

This gives the network its first rep- 
resentation in New York City and San 

Here's an eye opener: Advertis- 
ing people receive more money 

!' i 

WGR Radio's mobile STUDIO 55 
travels each week to a different 
high-traffic location — a super 
market, a County Fair, etc. 

WGR D.J.'s John Lascelles, 
Warren Kelly and Frank Dill 
broadcast live from STUDIO 55, 
attract thousands with their 
personal appearances and contests. 
Thousands of passing cars see the 
trailer and the crowds, instantly 
turn on their radios. 

Overa million cars and a million 
homes in this $4 billion market. 
WGR covers the New York State 
Thruway too, from Ohio to Syracuse, 
with a loud, clear signal. Add our 
Canadian coverage and you've got a 
combination that can't be beat! 
ABC Affiliate, Represented by 
Peters, Griffin, Woodward 




WR0C-TV, Rochester • WGR Radio, WGR-TV. 
Buffalo • WSVA Radio, WSVA-TV, Harrisonburg 

Dowinojaied- . . . 



* money markets" 

Best Buu 


Ask. -the KAeeker Co. 

5000 W 

than the average employee but 
have three years less life in which 
to enjoy it, Charles F. Adams, v.p., 
MacManus, John & Adams, told adver- 
tising students of Long Island Univer- 

Adams was awarded honorary mem- 
bership in Alpha Delta Sigma, na- 
tional advertising fraternity. 

Agency appointments: Mohr & 
Eicoff, for the Whitehouse Record 
Co., Harrison, N. J. Their campaign 
will purchase $750,000 worth of tv 
time this year . . . Kenyon & Eck- 
hardt. for Crown & Zellerbach's cor- 
porate advertising . . . L. H. Hart- 
man, for the Wagner Baking Corpo- 
ration . . . Burke Dowling Adams, 
for Foster Grant's plastic materials 
and chemical division . . . Doyle Dane 
Bernbach, for Northam Warren Cor- 
poration's Cutex lipstick and mani- 
cure preparations, Odorono deodorant 
and Peggy Sage . . . North Advertis- 
ing for the Pilsener Brewing Co., 
Cleveland. The account is expected to 
bill over $600,000. 

As the result of the recent merger, 
Liller, Neal, Battle & Lindsey, an- 
nounce its new officers: 

C. K. Liller, chairman of the 
board; William Neal, president; 
James Battle, senior v.p.; Dan Lind- 
sey, v.p. and manager of the Richmond 

Appointed v.p.'s: Gilbert Lea, v.p. 
and assistant to president, Ogilvy, Ben- 
son & Mather . . . Elliott Plowe, sen- 
ior v.p. and member of the board of 
directors, Calkins & Holden . . . John 
Chapin, to Clark & Bobertz . . . Don- 
old Jones, v.p. and co-chairman of 
the new business committee, MacMan- 
us, John & Adams. 

Add personnel alignments: 
Beverly Fleming and Alan Koehler, 

copywriters,, NC&K . . . Al Buffing- 
ton, named v.p. in charge of produc- 
tion, Fidelity Films . . . Henry 
Mu9ser, account executive, DCS&S . . . 
W. S. von Gerloff, account execu- 
tive, Robert Otto & Co. . . . William 
Millar, Jr., timebuyer, Lambert & 
Feasley . . . William Wheeler, ac- 
count executive, Campbell-Mithun . . . 
Don Gerhardt, to the creative staff, 
Holtzman-Kain . . . James Van 
Burgh, account executive and Fred- 

erick Delahay, asst. media director, 
Mc-E, L. A. . . . Norman Allen, 

chief media buyer, Mohr & Eicoff, N. 
Y. . . . Robert England, to the exec- 
utive staff, F&S&R. 


National spot this week continued 
to show a lot of life among Chi- 
cago agencies. 

The spot activity included: 

• Procter & Gamble for Joy, via 

Leo Burnett, has bought nighttime min- 
utes in approximately 40 markets. 

• Parker Pen for T-Ball Jotter, 
via Tatham-Laird, goes into a five- 
week campaign in 66 markets with one- 
minutes and 20-second I.D.s, starting 
1 May. 

• Wrigley Gum, via Arthur Mey- 
erhoff, has bought nighttime minutes 
and 20-seconds in 40 markets, aimed 
at the family audience. 

• Perkins Div. of General Foods 
for Kool Shake, via Foote, Cone & 
Belding, is scheduled for minutes in 
about one hundred markets beginning 
1 June, beamed at kids and family. 

Twenty-five consecutive years of 
network broadcasting will be marked 
in June when Don McNeill's Breakfast 
Club celebrates its silver anniversary. 
This longest running radio network 
variety show, originating in Chicago 
via ABN, still maintains virtually the 
same format it started with 25 years 
ago and two of the original cast of 12 
are still with the show. 

The Golden Mike, a McCall's Maga- 
zine prize awarded annually to only 
seven outstanding women in radio and 
television, will be awarded for the sec- 
ond consecutive year to Lee Phillips, 
WBBM-TV's personality for her last 
summer's series, "The Unwed Mother, 
The Unwanted Child." 

The State of Illinois has appointed 
United Film and Recording Stu- 
dios to produce a full-length motion 
picture on rehabilitation of the men- 
tallv ill. Shooting begins this month 
on location in state hospitals. 

George C. Reeves, v.p. and manager 
of J. Walter Thompson, Chicago, was 
elected vice chairman of the American 
Association of Advertising Agencies, 
at the association's annual meeting in 
White Sulphur Springs, W. Va. 

sponsor • 3 may 1958 

AH . . . SPRING 














CBS on 

ABC Affiliate 

Represented notion 

ally by Avery-Knodel, Inc. 

San Fronci 

George Ross, N 


otionol Soles Monoger 
trol Tower 

• Live-look quality 

• Immediate playback — 
no processing 

• Practical editing 

• Record from studio or 
remote camera 

• Tapes fully interchangeable 
between machines 

• Tapes eraseable, reuseable 

• Lowest overall cost 

The central region of the American 
Assn. of Advertising Agencies elected 
James G. Cominos, of Needham, 
Louis & Brorby, as chairman of the 
board of governors. New vice chair- 
man, Larry Wherry of Wherry, Baker 
& Tilden and new secretary-treasurer 
Alexander H. Gunn of J. Walter 

Where they've gone: Frank H. 
Hoell has joined the Chicago office of 
Kenyon & Eckhardt as account exec on 
the Wilson account. Hoell was former- 
ly with D'Arcy Advertising . . . Wil- 
liam S. Wheeler was named account 
exec for the American Dairy account 
at Campbell-Mithun . . . Congoleum- 
Naird, Inc., has named Keyes, Mad- 
den & Jones to handle its advertising. 

More personnel moves: 

John H. McComb was named v.p. 
and director of production of EWRR 
. . . Eleanor Herzog has joined the 
John W. Shaw agency as copywriter. 
Miss Herzog was formerly with Keyes, 
Madden & Jones . . . Jack Friedman, 
copy chief at EWRR, will move to 
Keyes, Madden & Jones as senior writer 
on 1 May . . . Don W. Wells, for- 
merly with Lanolin Plus, was named 
merchandising executive at FC&B, Chi- 
cago . . . Bob Bowens has been add- 
ed to the writing staff at Dallas Jones 
Studio . . . Leonard Ehibkin joined 
Lewis & Martin film studio as account 
exec. . . . Robert T. Donnelly named 
new account exec, in Chicago CBS tv 
sales . . . Dr. Mark Munn has been 
promoted to WGN director of research. 


MBS president Armand Hammer 
met with the network's affiliates at 
the NAB convention, and told 
them, among other things: 

"We are in business to stay, and 
intend to make the money necessary 
for the kind of service affiliates desire 
to increase their prestige, impact and 
sales promotion. 

"We in Mutual mean business — 
and we intend to get the business 
because we're not afraid of our 
competition. Maybe some day, who 
knows, some of our competitors today 
will ask to be let in." 

Added stations: Keystone Broad- 
casting adds seven new affiliates, 
bringing the total to 1,038. These are: 



in PEORIA in 

68 of the 72 

Measured Quarter Hours 

WMBD's continuing leadership 
in the rich PEORIA market for 
31 years is graphically shown in 
the latest PULSE REPORT shown 
below (Nov. 1957). 




6am to 

12 noon 

6pm to 


12 noon 

to 6pm 












21 1 







tDaytime stations . . . sign off time 4:45 P.M. 
"(excepting Chicago) 


Population 531,900 

Households 165,000 

Retail Sales $725,261,750 

Food Sales $142,488,750 

Drug Sales $ 17,826,250 

Effective Buying Income $991,150,000 

Income per Household $ 6,007 


National Representatives 

Peters, Griffin, Woodward, Inc. 


Radio Peoria 

SPONSOR • 3 MAY 1958 





Than All Other DENVER 
The secret, of course, 
is Showmanship! 

Telephone your KATZ man or 
call Lee Fondren in Denver 


CBS for the Rocky Mountain Area 


KZOK, Prescott, Ariz.; WNOG, Na- 
ples, Fla.; KVNI, Coeur d'Alene, Ida.; 
WTIG, Massillon, Ohio; WRON, Ron- 
ceverte, W. Va.; WELC, Welch, W. Va. 
and WHVF, Wausau, Wis. 

New biz for the tv networks: 

• Buick, for full hour sponsorship 
of eight Bob Hope Shows on NBC TV 
next season. 

• Sweets Co., two ABC TV day- 
time shows — Superman, on Mondays 
and Wild Bill Hickok, on Wednesdays. 

• Ford, an alternate-hour sponsor 
on NBC TV's Wagon Train during the 
1958-59 season. 

• R. J. Reynolds, for Salem, ABC 
TV's new show Anybody Can Play — 
an audience panel quiz show, starting 
6 July in place of Adventure at Scott 

• Armour Auxiliaries, for Liquid 
Chiffon, two NBC TV daytime shows — 
The Price Is Right and Dough Re Mi. 

Renewals: Lever Bros., four alter- 
nate-week quarter-hour segments on 
NBC TV's Truth or Consequences, for 
52 weeks . . . Buick continues its al- 
ternate-week sponsorship, for next sea- 
son, on NBC TV's Tales of Wells 


Gross-Krasne continues its expan- 
sion plans as a contending syndi- 

Latest move is the relocation of its 
sales headquarters from New York to 
Hollywood. Within the next few weeks, 
G-K will add several new series to its 
current roster. (Current series: Afri- 
can Patrol, Streets of Danger, O'Henry 

Other expansion moves include: 

• New offices in Miami, Dallas, De- 
troit, St. Louis, San Francisco. 

• The addition of veteran film dis- 
tributor Jerry King to the executive 

• Several new sales executives. 

NTA's sales pitch for its "Big 
Night 1 ' programing gets underway 
in New York this week. 

With a saturation ad campaign al- 
ready in the works, west coast v.p. 
Berne Tahakin is heading east to direct 
sales and program planning. 

Selling campaign will be known as 
the multi-vision plan. 

SPONSOR • 3 MAY 1958 

To Brussels: Guild Films is the first 
syndicator to be represented at the 
Brussels Fair. 

R. Gould Morrison of Guild's inter- 
national staff, will headquarter at the 
entertainment section of the fair. 

Apparently the host of a film se- 
ries can influence viewer liking 
for the program. 

A recent Schwerin research study re- 
ports that a male host evoked a higher 
liking for a half-hour drama, than did 
a female narrator for the same show. 

Sales : 

• Six new sales resulted from 
a sudden spurt for ABC Film's 26 

New buyers are Blue Plate Foods in 
Louisville; Eisner Food Stores, Cham- 
paign; Desert Distributors, El Centro; 
and stations KELO-TV, Sioux Falls; 
WDEF-TV, Chattanooga; and KVSO- 
TV, Ardmore. Series is now in a 
total of 178 markets. 

• Lee Optical has purchased 
CNP's Union Pacific in 11 Texas 

• Science Ficton Theater (Ziv) was 
sold in the first quarter to 57 addition- 
al stations. 

In addition, U. S. National Bank 
bought the series in four Oregon 
markets, bringing the grand total 
to 183 markets sold. 

• The entire Warner film li- 
brary (more than 700 films) was 
bought last week by Storer Broad- 
casting, for its two Ohio stations, 
WJW-TV, Cleveland, and WSPD-TV, 

Re new series: The Hal Roach slate 
of nine pilots (see Film-Scope, p 49) , 
ready this week, includes: 

• Cindy, a comedy starring Evelyn 

• The Veil, a dramatic anthology of 
true mysteries. Host: Boris Karloff. 

• The Tall Man, starring Michael 

• Man of Action, a waterfront ad- 
venture with John Ireland. 

• McGarry and Me, headlining Vir- 
ginia Mayo and Michael O'Shea. 

• Battles of the Century, to be nar- 
rated by Bob Considine. 

• Landmark, a dramatic anthology. 

• The Fabulous Oliver Chantry, 
with George Sanders. 

• The Joe DiMaggio Show, true 
sports adventure. 


The RAB's pitch at the NAB con- 
vention was labelled "Your Future 
Is Sound" and focused on demon- 
strating these factors: 

• Regional and national sales calls 
by RAB salesmen with factual presen- 
tations and taped examples of the best 
in radio commercials. 

• The area sales clinics conducted 
by RAB in some 40 markets each year. 

• The regional management confer- 
ences which give station owners, man- 
agers and salesmen the benefit of the 

latest thinking on investing radio with 
maximum effectiveness. 

The RAB also made available a list 
showing that at least 1,000 spot and 
network advertisers in radio for the 
first quarter of 1958. Also a footnote 
to the effect that the list contained 72 
of the 95 eligible blue-chip (Top 100 
class) advertisers of 1957. 

"Buy-now" campaigns are on the 


Mickey McClung, president and gen- 
eral manager, Golden Empire 
Broadcasting Co. (KHSL & KHSL- 

WGR-TV now leads all Buffalo stations with 
the largest share of the viewing audience 
from sign-on to sign-off seven days a week. 
Source: ARB. ABC Affiliate. Call Peters, 
Griffin, Woodward for availabilities. 






The sales power of WREX-TVs combined 
coverage, spans market portions of 23 
countries in Illinois and Wisconsin. Brings 
preferred CBS-ABC network programs to 
over 260.000 television homes. 

Rockford s metropolitan area is the sales 
jewel in the WREX-TV market crown 
. . . 55.760 households— $6,949 sales po- 
tential per household 16th in national 
ranking of C S. I per household. 

J. M. BAISCH, General Manager 




TV, Chico; KVCV. Redding) gave 
station employees $10 bonus 
checks, with one stipulation — that 
it he spent immediately with a lo- 
cal merchant. To prove: "Business 
is good. 

WJW, Cleveland, in an effort to 
boom the downtown shopping area, 
will air a nightly program, Police Beat, 
sponsored by The Euclid Avenue Assn. 
Commercials will plug shopping 

Contests, promotions and stunts: 

• WPEO, Peoria, welcomed 
springtime with a '"Sounds of Spring" 
contest. Listeners were to identify 
three sounds of spring (ex: children 
playing jacks) for cash awards. 

• WSAI, Cincinnati, promotes a 
fund-raising drive called "Operation 
Goodwill" for the city's Goodwill In- 

• KGO, San Francisco, is holding 
a mammoth $20,000 Riddle Contest— 
a four-line puzzle to be solved by lis- 

• KLUB, Salt Lake City, offers lis- 
teners the chance to voice their ap- 
proval or disapproval of a com- 
mercial — and win money for it. It's 
a "Do you like that spot?" contest cen- 
tering on the Famlee Bread campaign 
developed by Ross Jurnev & Associates. 

Covering the Brussels World's 
Fair: WTOP, Washington, D. C, 

has a booth set up in the American 
Pavilion, and reports the Fair's hap- 
penings via tape telephone. 
Change of call letters: KHUM, 
Eureka, today becomes KINS . . . 
Anniversary: KFI, Los Angeles, 
celebrates its 36th year of broadcast- 

Kudos: WRC, Wash., D. C, cited 
by American Motors for its contribu- 
tion in the Rambler sales campaign . . . 
WHCT, Hartford, wins Hartford Ad 
Club Merit award for public service 
programing . . . WSVA, Harrison- 
burg, Va., awarded 2nd place in the 
nationwide Herald-Tribune Fresh Air 
Fund's annual competition . . . WHC, 
Pittsburgh, honored by Pa. Associ- 
ated Press Broadcasters Assn. for out- 
standing news reporting . . . same for 
W.ISN, Milwaukee, by the Milwaukee 
Press Club . . . ditto for KLIF, Dal- 
las, from the Atlantic City, New Jer- 
sey Press Club . . . National Safety 
Awards to WQAM, Miami and 

WTIX, New Orleans . . KWFT, 
Wichita Falls' Farm director, Earl 
Sargent, named a top-winner in "Save 
the Soil and Save Texas" awards pro- 
gram . . . WTSP, St. Petersburg's 
commentator George Christie awarded 
by the Florida American Legion for 
his anti-Communist campaign. 

Station staffers: Cliff Lantz, to 
KRHM. Los Angeles, as account execu- 
tive . . . Claire Crawford, named di- 
rector of merchandising and pr 
WORL, Boston . . . John Williams, 
news director, KETV. Omaha . . 
Charlene Hibbard and Hal Corwin, 
to the staff of KOWN, Escondido, Cal. 
. . . E. Kelly Crosskill and Lee 
Ware to the sales dept., WLBZ, Ban- 
gor . . . Larry Cooper, named direc- 
tor of public affairs. KMOX, St. Louis 
. . . Robert Woodel, news director 
and Lou Parker, program director, 
WWHG, Hornell, N. Y. 


Some 350 registrants at the Ameri- 
can Women in Radio & Tv con- 
vention in San Francisco indicat- 
ed a more pronounced trend 

Denver's No. 1 


now represented by 

SPONSOR • 3 MAY 1958 

among agency women to partici- 
pate in the group and their indus- 
try-wide activities. 

Agency women attended from each 
buying center of the country. 

Program features encompassed more 
media, business and marketing fea- 

sponsor's correspondent spotted 
women who are station owners, man- 
agers and promotion and sales execu- 
tives — indicative of the dollars and 
cents mood of many sessions. 

Award winners: Phyllis Knight, 
WHAF, Louisville; Rosell Fabiani, 
WRBL-TV, Columbus, Ga.; Alma 
John, WWRL, N.Y.C.; Kay West, 
KEX, Portland; Lee Phillips, WBBM- 
TV, Chicago; Ruth Allen, WGAR, 

Education and public service: 
KMOX-TV, St. Louis, will soon be- 
gin programing special filmed inter- 
views with the city's soldiers overseas 
. . . WPTZ-TV, Pittsburgh, begins 
a live educational series in coopera- 
tion with State U. Teachers College, 
for residents of Northern N. Y. and 

New plant: KTVU, San Fran.-Oak- 
land, now completing its new, modern 
building, located on Jack London 

On the editorializing front: 
WSTV, Steubenville, aired a pro- 
posal for community harmony and the 
end of factional bickering to the City 
Council, which is in the throes of a 
crackdown on vice and gambling. 

Promotion: WKRC-TV, Cincin- 
nati, is offering a series of contests for 
five weeks to promote CBS and local 
viewership, principally in daytime. 
Winners get weekend in N. Y. and 
Washington, transported via "CBS 
Star Train." 

New affiliation: KTIV, Sioux City. 

becomes an ABC TV affiliate 22 May. 

People on the move: William 
Murray, appointed resident manager. 
WHTN-TV, Charleston, W. Va. . . . 
. Cecil Webb, named director of sales 
promotion, KRON-TV, San Francisco 
. . . Al Shore, from account executive 
to local sales manager, KVTV, Sioux 
City . . . John Stodelle, local sales 
manager, KFMB-TV, San Diego . . . 
Don Miller, to the engineering staff, 
WSVA, Harrisonburg. ^ 



'by every 

field of 


147 West 42nd St., New York 36, N. Y. 

333 No. Michigan Ave., Chicago 1, 111. 

2700 West 3rd Street, Los Angeles 57, Cal. 

To sell Indiana, 
you need both 
the 2nd and 3rd 
ranking markets. 


delivers both — 


in Indiana! 

Now, a new, two-station TV buy blankets both the 
South Bend-Elkhart and Fort Wayne markets, plus 
healthy chunks of Southern Michigan and Western 
Ohio. Over 1.6 million population — $2.8 billion Effec- 
tive Buying Income. Alert buyers are covering these 
rich markets in combination— and saving 10%! They're 
buying them right along with Indianapolis— thus cov- 
ering all the best of Indiana from within— with just 
two buys! 

see your 


9 CL 

man soon ! 

TO7 © 

W7 Bs 

C*»yrl§ht INt 

What's happening in U. 5. Government 
that affects sponsors, agencies, stations 


3 MAY 1958 Washington turned quiet this week alter some months of frantic activity. 

All six FCC Commissioners were out on the West Coast with the NAB convention, ap- 
parently unworried that this might be deemed further fraternization. 

The Congressional investigators were resting, with one eye open to pounce on the broad- 
casting industry again. 

Only one hearing was scheduled for the entire week. That was the time set aside for op- 
ponents of the bill to ban interstate advertising of alcoholic beverages. 

Opponents are taking the tack that the bill is unconstitutional, because it would remove 
a legitimate business tool from a legitimate business. 

NAB had already circulated its testimony to the effect that the bill would discriminate 
against broadcasters as opposed to other ad media. NAB and the distillers, to name two, had 
been fooled by the schedule allowing one day to each side and setting up the anti side for the 
second day during the week before last. 

As it developed, the temperance forces marshalled a dozen and a half more witnesses 
than they had originally scheduled. And they talked longer. 

The House Commerce Committee still has no plans for hearings on the subject. Mean- 
while the clock licks toward adjournment and the electioneering rush. 

Another anti force is having delay trouble: the army opposed to subscription 

Long weeks ago, the Senate Commerce Committee ordered the Thurmond (D., S.C.) 
resolution reported. That resolution would express the sense of the Senate that the FCC should 
not approve any sort of pay-tv, trial or otherwi -e, until and unless Congress provided express 

Nothing has been heard of the resolution since. The actual report was held up pending 
printing of the opposing views. None have bee l provided. 

Further, the same committee's communications subcommittee under the chairmanship of 
Sen. John Pastore (D., R. I.) was supposed to hold fee-tv hearings. 

Sen. Warren Magnuson (D., Wash.), chairman of the Committee, told this reporter that 
the Thurmond resolution could be reported any time Thurmond called it up. Thurmond told 
this reporter it would probably be called up some time, but pointed out that the pay-tv 
hearings are to be held. 

Pastore would not mention a date for hearings, but insisted they would be held as soon as 
the subcommittee's busy schedule will permit. 

The quiet of this week will probably not hold for long. 

An old sparring partner of the broadcasting industry, Kenneth Cox, is now due back in 
town. The Senate Commerce Committee chairman Warren Magnuson has promised ranking 
minority member John Bricker (R., Ohio) that the latter's network regulation bill can 
have a hearing. 

Cox is likely to return to the committee long enough to head that probe. He must still put 
the finishing touches on the third report of the earlier investigation he needed. That one re- 
sulted in a stinging attack on network practices, to which the committee majority would not 

The hearing on the Bricker bill might be delayed until July, however, in which case 
nothing could be done this session. 

A round-up of trade talks, 
trends and tips for admen 



3 c M ^ Y hti»M ^^^ executive8 are lading courses at tv technician schools as insurance against 

sponsor publications inc. an> future walkouts by NABET. 

Similar training at CBS came in handy during the recent IBEW strike. 

Those page ads McCann-Erickson ran in the New York dailies expressing implicit 
faith in the American economy had this ironic timing: They came in the middle of a 
stream of letouts. 

The agency's explanation: Its payroll was running over the safety mark (60%). 

Pharmaceutical's Twenty-One (NBC TV) this week hit the jackpot on the num- 
ber of products crowded into a single half-hour: six, to be exact. 

Commercial attention was paid to Geritol, Sominex, New Serutan, Electric Shave, and 
Aqua Velva. The last two were combined as a sort of piggy-back. 

Spurred by the action of the FCC in holding up the license renewals of all but 

three Atlanta stations, a Washington lawyer wired a station he represents: 

"Recommend you immediately add 96 minutes of educational programing per 


The stipulated time was based on a formula the lawyer deemed acceptable to the FCC. 

Judging by the rate that CBS TV and NBC TV are scrounging around for games 
of chance, daytime programing this fall — Madison Avenue fears — will resemble a Las Vegas 
where nobody loses. 

Also causing apprehension is the trend toward converting some of these bingo 
strips into nighttime versions. 

Don Davis, head of KMBC-TV and amateur Kansas City historian, in digging through 
some musty files discovered that KMBC had television as far back as 1933. 

His source: a house programing organ that related that Ted Malone's Between the 
Bookends was being aired daily over experimental W9XAL and was drawing fan 
mail from a "distance of 600 miles under good reception conditions." 

The current exchange of angry words between Jack Paar and Walter Winchell 

will probably recall to an earlier generation the time when such on-the-air fueds were 
strictly of a mock nature and intended for laughs. Examples of the bloodless warfare: 

The continuing fire of witty insults between Winchell and the late Ben Bernie and 
between Jack Benny and the late Fred Allen. 

With the retirement of Virginia Spragle from JWT this week, another agency 
business service died: the script and talent buyer. 

In a sense, it rang down the final curtain on an era: the agency as a creative showman. 

A fitting epitaph suggested by a JWT veteran: The stopwatches have been tossed out 
the window as the slidernles take over. 

68 SPONSOR • 3 MAY 1958 

From left: WSB Radio's program director Elmo Ellis, West Virginia Governor Cecil Underwood, Col. Allan 
Julian, Atlanta Historical Society Director, Don McGannon, president Broadcasting Co. 

First Annual Westinghouse History Award 
goes to WSB Radio, Atlanta 

For the "best historical program on American radio or television in 1957" 

Subject of inquiry: "Why did the South Lose the Civil War?" This first 
program in WSB Radio's staff-produced "Witness" series topped all 
other historicals in the nation-wide competition. 

Other accolades to the quality of WSB local programming came in 
March. The Associated Press at its annual Press Award dinner honored 
the WSB Radio News Bureau with four Superior awards, one Excellent, 
and an Honorable Mention. Comprehensive news coverage, news com- 
mentary, farm news, sports and women's news were categories cited. 

Dedication to broadcasting in the public interest is one reason why 
WSB commands the largest, most loyal audience in Georgia radio. Listen- 
ers believe in WSB Radio. This believability builds sales for WSB 

Affiliated with The Atlanta Journal-Constitution. NBC affiliate. Represented by Edw. Petry & Co. 

• Live-look quality 

• Immediate playback- 
no processing 

• Practical editing 

• Record from studio or 
remote camera 

• Tapes fully interchangeable 
between machines 

• Tapes eraseable, reuseable 

• Lowest overall cost 



i ('mil in in (I from page 37) 
formation on network radio spending, 
so tlic amount of money spent by hard 
goods advertisers is not easy to esti- 
mate. However, a perusal of sponsor's 
list of network radio clients, run every 
lour weeks, -hows without question 
that the medium lives primarily on soft 
goods advertising. 

The pickup in hard goods sales de- 
pends on many factors, but the rate of 
new household formation is a key one. 
As mentioned before, the most recent 
census projection, which put the mil- 
lion-a-year for additional households 
somewhere in the late 60's, is consid- 
ered conservative. This conservatism 
is apparently due, said JWT's Reed, to 
the experts' natural reluctance to go 
out on a limb. 

Reed expects the marriage inclina- 
lic n- of wartime babies to show up 
early in the 60's. He pointed out that 
the long-term trend has been toward 
marriage at an earlier age, "despite 
what your grandmother told you about 
earh marriages in her day." 

Behind Reed"s statement on mar- 
riageable ages are facts documented by 
the Census Bureau going back to the 
19th Century. The median age for 
first marriages among men was 26.1 
years in 1890, 24.3 years in 1940 and 
22.9 years in 1956. Among women 
the figures are 22 years in 1890, 21.5 
years in 1940 and 20.1 years in 1956. 
This has been a consistent trend 
through wars, depressions and despite 
the fact that men and women spend 
more time than ever going to school. 

Just as the drop in new household 
formation did not automatically mean 
a drop in hard goods sales, so the 
reverse is true. Hard goods sales will 
not necessarily go up hand-in-hand 
with the increase in households 
(though, in the long run. it will I. 

A great deal depends, for example, 
on government housing policy. Will 
the government be liberal on mortgage 
insurance and in setting up a second- 
ar\ market for mortgages? No one 
can say for sure, though the history 
of the post World War II era indicates 
thai I . S. will be permanent prop for 
the housing industry. 

\ -harp comeback for the hard 
-nod- business, in any case, would 
not hurt soft goods, if the past is any 
indication. When the auto and appli- 
ance manufacturers were prospering, 
-ell goods were. too. With the Census 
Bureau continually upping its projec- 

tions of future population, this side-by- 
side sharing of prosperity is expected 
to continue. 

The most recent projections of U. S. 
population were made more than two 
years ago. At that time, the estimate 
was revised upward because of the dis- 
covery that population growth during 
the 1952-55 period was 500,000 great- 
er than expected. The new series of 
projections ( the Census Bureau makes 
maximum, minimum and intermediate 
projections) put the 1965 population 
at 186-193 million and the 1975 popu- 
lation at 207-228 million. 

Even the maximum projections (the 
bureau won't call them "predictions" 
or "forecasts") seem already conserva- 
tive. For example, the maximum pro- 
jected figure for 1 January 1957 was 
169 million. The actual figure was 
169.8 million, nearly a million more 
than expected. 

It would not be surprising, there- 
fore, if the actual population hits 
somewhere in the neighborhood of 
230-235 million by 1975. 

The actual figure is subject to a 
number of "ifs" and "buts," among 
them the length of the current reces- 
sion and its effect on marriages. How- 
ever, certain population patterns are 
easier to predict, particularly the 
breakdown by age groups. 

It can be safely predicted that the 
number of young adults will remain 
at a fairly low level through the re- 
mainder of this decade, but will sharp- 
ly increase during the late 60's and 
70's. For example, the number of 
persons reaching 21 will average 24% 
annually above the 1954 figure (the 
lowest point) during the 1961-65 peri- 
od, 519c above the 1954 figure during 
the 1966-70 period and 68$ during 
the 1971-75 period. 

For the immediate future, there will 
he a shortage in the labor market. 
This will open opportunities for work- 
ing women on the one hand hut put a 
strain on wage earners on the other, 
since a relatively small labor force 
will be supporting relatively large 
numbers of children and people of 
middle-age and over. 

Buying patterns, of course, will be 
affected but. here again, the outlook 
loi ~,ili - Is is promising. The de- 
mands of the old and young are not 
so much for appliances, autos and 
housing but for food, clothing and 
services — offering a market for soft 
goods such as the nation has never 
seen before. ^ 

SPONSOR • 3 MAY 1958 




Tinker to Evers to Slattery* 

jf: When it comes to the writing, art direction and production 

of TV commercials, there shouldn't be any such word as Chance. 

sponsor • 3 may 1958 


Continued from pag( 41) 
and. at the other extreme, a long, un- 
broken shol maj 1"- helpful if a lei- 
burel) and restful atmosphere is 

Changes in the picture accomplished 
through the use of an optical printer 
after the regular photography has been 
completed are known as "opticals." 

I In' niic> mosl commonly in use are 
lade-. dissobes. and wipes. 

"Fade in" describes the gradual ap- 
pearance of a picture on a blank 
screen; "fade out" refers to the oppo- 

site effect. When one scene is faded 
out and a new one faded in, there 
is a definite break between them that 
has been compared to the lowering of 
a curtain in the theater between scenes. 
This sort of pause is rarely needed in 
a television commercial, first, because 
the telling of the sales story for most 
products does not require indicating 
any notable amount of time elapsing 
between one scene and another, and, 
second, because such a definite pause 
takes up valuable commercial time. 
On the other hand, fades are frequently 
used in commercials for other reasons. 



Texas? The fabulous 


-Port Arthur-Orange area 

of over 


000,000 prosperous 


is covered only by 


Beaumont Radio & TV 



For example, a product ma}' be faded 
into a scene or faded out, as many 
other elements or lettering. This is a 
somewhat less abrupt way than "pop- 
ping" them in or out. Especially in 
animation, fades are used in commer- 
cials in this way. 

A combination of the two types of 
fade is a "dissolve;" the first scene 
fades out simultaneously with the 
fading in of the second. Since this 
effect usually is accomplished by over- 
lapping films of the two scenes and 
printing them together, it is often re- 
ferred to in film work as a "lap dis- 
solve." Both dissolves and fades can 
be, if necessary, handled in the camera 
during the photography by adjusting 
the amount of light taken in and 
maneuvering the film, but of course 
the exact control possible in the labo- 
ratory usually cannot be achieved in 
this way; so the method is rarely used, 
except where it is urgent to cut down 
to the minimum the time spent in 

Dissolves are used much more often 
than fades for transitions between 
scenes in commercials because they do 
not interrupt the forward movement of 
the commercial, as a fade-out or fade- 
in does, even if only slightly; during 
a dissolve there is always a picture on 
the screen. Sometimes an object, usu- 
ally the product, seems to stay in the 
same place through the transition and 
appear in the second scene. This is a 
"match dissolve;" the position of the 
object in the first scene is exactly cali- 
brated in respect to the camera and 
then matched in the scene to follow. 
This is not a quick or simple thing 
to do, as may be imagined, but often 
the effect is worth the trouble. 

An optical transition that indicates 
even a smaller lapse of time than a 
dissolve, or even action taking place 
simultaneously, is the "wipe." A wipe, 
as the name suggests, gives the impres- 
sion that the first scene is wiped off 
the screen by the second. This can be 
done in a variety of styles. If the 
second scene starts as a pinpoint and 
then, in an expanding circle, covers 
the screen, it is an "iris." A "barn- 
door" wipe imitates the effect of 
double doors opening in the center 
to reveal the new scene. Probably the 
most common wipes, vertical, hori- 
zontal, or diagonal, simply start at one 
side or corner of the screen and pro- 
ceed to the one opposite. 

Often a vertical wipe is stopped half- 
way across the screen to provide a 

SPONSOR • 3 may 1958 

split-screen effect, showing action 
simultaneously taking place in two 
locations, as in a phone call, for ex- 
ample. Sometimes it is useful to wipe 
in a shot of the announcer speaking to 
the camera in a circle or oval on a 
small part of the screen while a demon- 
stration or other action is taking place 
on the main portion of the screen. 
Wipes serve a multitude of purposes in 
television commercials. A few other 
examples will further illustrate the 
diversity of uses. An iris, for instance, 
may blank out a scene except for the 
product in the center of the screen, 
and then reverse itself to reveal a new 
scene in which the product also plays 
a part; this would be done by using 
a combination of a match dissolve 
with an iris-in and an iris-out. The 
product itself sometimes is used as one 
edge of a wipe across the screen, a new 
scene following the close-up of the 
product on the screen, the product 
moving off as the new scene is wiped 
on. A wipe may be in the form of a 
trade-mark or product name, permitting 
the effect of looking at a scene as 
though through a cutout of the trade- 
mark or name, which the 
as the whole scene is revealed. 

Another transitional effect is the 
"flip frame," in which a scene appears 
to revolve, revealing a new scene. 
Still a different way of accomplishing 
the same thing is to call for the new 
scene to push the first one out of the 
frame, as though slides were being 
used, or magic-lantern stills, with the 
second one pushing the first one away. 
A page-turning wipe sometimes is 
effective; a new scene is wiped in as 
a page of a book is turned. 

One of the hardest-working optical 
effects in commercials consists of 
wiping letters or words on or off the 
screen, or popping or fading them on 
or off. In many cases this is done on 
top of a scene and is then referred to 
as "double-printing" or, more often in 
television, "superimposing" or "super- 
ing" the words or letters. 

Everything that is important in a 
commercial should be expressed visu- 
ally and not carried only on the sound 
track. This includes not only the name 
of the product and the slogan but also, 
whenever they can be stated briefly, 
the principal sales points. The tele- 
vision viewer will remember words he 
sees on the screen longer than words 
he only hears. 

The possibilities in the use of op- 
ticals in a television commercial are 
almost limitless, and, when wisely 
used, provide an opportunity to in- 
crease greatly the effectiveness of the 

All of the opticals mentioned so far 
may, on some occasions, be distracting, 
but there are opticals that are not dis- 
tracting or even noticeable. A "matte" 
(pronounced "mat") shot is a good 
example; when properly done it gives 
an impression of straight photography. 
A matte is a device that blocks out a 
part of a picture being photographed. 
Later, on an optical printer, that part 
is put into the picture from another 
film. This makes it possible to com- 
bine studio photography with back- 
ground scenes obtained on location. 

Rear projection is a technique for 
adding background to a scene while it 
is being photographed, the background 
desired, either still or in motion, 
simply being projected onto a trans- 
lucent screen behind the performers. 
Not every studio is equipped for rear 
projection, but the device is coming 
into more common use, largely because 
of the demand for it in the production 
of television commercials. ^ 


£&adA Ul £t£%MA offers 18 
top-rated, first-run 
MGhA film features weekly. 

Put Your 
Money Where 
The Buying is 

Bert Ferguson 

\-k oui advertisers, "Whj WIM \.'" 
and you'll gel this answer: WDLA SELLS 


\\ hi \. with the onlj 50,000 watt trans- 
mitter in thi- area, reaches 1,237,686 
Negroes. Umosl one-tenth of the nation's 
total Nifiro population . . . with the 
overwhelming earnings of $616,294,100 
last year. 

According to a 129-city survey, Mem- 
phi- rank- first in ratio of total Negro in- 
come to total white income, with $28.79 
of Negro income for every $100 of white 
income. Quite a contrast with New York 

where the ratio is $6.59 for every $100, 
and Chicago with $7.89 for every $100! 


["his Negro market spends an average 
of 80% of its income on consumer goods; 
lasl yeai bought 61.3?! of the flour sold 
in Memphis . . . 52.7 r ; of the hair tonic 
.Hid dressing . . . 47.9% of the sugar . . . 
vTDIA's year-in, year-out advertisers in- 

I! \ll<>\ 

Negroes make up W, ol the Mem- 
phis market! Vnd, before ii buys, this 
big Memphis Negro markel li-ten- to 
Will V 


More than a radio station to its loyal 
audience, \\l)l\ i- an integral part of 
theii dail) lives. \\ 1)1 \ combines un- 
matched persona] appeal, hard-hitting 
salesmanship and powerful coverage to 
-ell i In- largc«t Negro iiiaiki-t in Vmerica! 

\\ i ite us tod i) foi facts and figures 
. guecess Btories in your field! 

WDIA is represented nationally 
by John E. Pearson Company 

HAROLD WALKER, Vice-President, Sales 

Tv and radio 

William J. Mcllvain has been named vice 
president in charge of broadcasting for the 
Leo Burnett Co., Inc., it has been an- 
nounced by the Chicago agency. Formerly 
vice president in charge of network rela- 
tions at the agency's New York office, Mc- 
llvain will now move to Burnett's Chicago 
headquarters. He began his career with 
Burnett in 1945 as a timebuyer and super- 
visor of radio and tv commercial productions. In 1947 he was 
transferred to the N. Y. office and three years later was promoted 
to manager of the branch. Before his election to vice president in 
charge of network relations, he held the position of vice president 
and manager for three years. Burnett's air billings totaled $48,000,- 
000 for 1957, an increase of 33 r /( since 1950. 

David W. Tebet has been promoted to 
general program executive of NBC tele- 
vision network programs, it was announced 
by Robert F. Lewine, vice president of 
NBC TV network programs. He will con- 
tinue his former function as manager of 
special programs in charge of talent and 
casting. In addition, he will take over 
the responsibility of the network's special 
program assignments. Before joining the NBC TV's programing 
department in 1956. Tebet was for six years public relations repre- 
sentative for Max Liebman Productions. He began his career in the 
entertainment field with the Shubert Theatres. Later he became a 
press representative and, for 12 years, was associated with John C. 
Wilson Productions and other theatrical producers. Tebet is a 
native of Philadelphia and attended Temple University. 

Jack Delier has recently been appointed 
sales manager of KWTV, Oklahoma City, 
it was announced In Edgar T. Bell, KWTV 
station manager. In addition to his new 
responsibilities as sales manager, Delier 
will continue his former activities in 
charge of that station's national sales. 
[# JH Before joining KWTV in 1953, he was as- 

fm^^HI sociated with Universal Pictures Corpora- 
tion where he was director of film sales and distribution. During 
World War II he served as Lt. Col. for the U. S. Air Corps. Delier 
is a graduate of the University of Oklahoma and also attended 
Creighton University in Omaha. He replaces Fred L. Vance, who 
has ved to KVOA and KVOA TV, Tucson, Arizona. 

SPONSOR • 3 MAY 1958 

WW VA is first in every time period 
...tops the next 4 stations combined 

The January 1958 PULSE for the Upper Ohio River 
Valley (shown above) proves again that Radio 
Station WWVA is first in every time period, from 
6 AM to midnight, seven days a week! What's more, 
WWVA's average audience share Monday through 
Friday is greater than the next four stations combined! 

In fact, WWVA is the only single medium of any 
kind that offers you dominant coverage of the bus- 
tling Upper Ohio River Valley Market, the Heart 
of Industrial America, where more than 1,764,000 
persons enjoy an income of over 2 J 2 billion a year. 

The 50,000-watt voice of WWVA covers 486,700 
radio homes in this big market and gives you a 
big audience bonus in 29 other counties! See your 
JOHN BLAIR rep today. 

"lancioujs on the local scene 


National Representative: John Blair & Co. 

National Sales Director: M. E. McMurray 

625 Madison Ave., N.Y. .230 N.Michigan Ave., Chicago 

f^% Stor er Kaxiio 

















The right to know 

Two weeks ago, a Senate subcommittee held hearings on a 
subject of vital interest to all communications media. The 
hearings concerned a proposed amendment which would, in 
effect, prevent Federal officers and agencies from withholding 
certain information from the public or from limiting the 
availability of records to the public. 

This is of obvious concern to radio and television broad- 
casters — important enough, in fact, for action by the entire 
industry. At the hearings, Robert D. Swezey, chairman of the 
NAB Freedom of Information Committee (and executive v.p. 
of WDSU Broadcasting Corp., New Orleans), made some 
cogent remarks on the subject which bear repeating. 

"The right of the American people to be informed on the 
conduct of their government is the very essence of the demo- 
cratic process," said Swezey. He went on to admit that the 
industry is not suggesting release of information which might 
jeopardize national security. But, he added, "The tight, un- 
realistic secrecy imposed by many government officials and 
agencies is, in our opinion, quite unnecessarily stemming the 
free flow of information to the American people- — informa- 
tion which is essential if they are to form reasonable and 
secure judgments with respect to the manner in which the 
affairs of their government are being conducted." 

After suggesting several ways that access to records and 
files can be improved, Swezey added this note: "The tendency 
to withhold and secrete information gradually jells, solidi- 
fies and finally hardens into a soil of official inertia." 

Swezey concluded by pledging the fullest support of the 
radio and television industry to cooperate with the Commit- 
tee in arriving at a realistic solution to what has become an 
often perplexing and sometimes dangerous problem. We can 
onl) second Swezey's remarks, and suggest that radio and tv 
stations do everything within their power to maintain their 
lie i lorn to -cck out the truth and make it public. 

this we fight FOR: A "buying mood" 
can end tlw recession (/uickly. Effective adver- 
tising can create that "mood." More than ever. 
Stations hare a responsibility to determine 
and provide full audience and market data to 
help their advertisers do the selling job now. 


Peter Piper: Come National Pickle 
Week (22-31 May), WHHY, Mont- 
gomery, Ala., is set. Tom Doran, sta- 
tion d.j. has launched a "Dill Pickle 
Dunkers Society," issued 10,000 mem- 
bership cards. Doran terms the pickle 
"a versatile little vegetable which can't 
be taken seriously." Sounds to us like 
a description oj a d.j. 

Style: From north of the border, Phil 
Stone of Toronto's CHUM reports a 
new game called Advertising Agency 
Roulette. You place six jackets in a 
box; one has padded shoulders. Or 
you place six admen in a box and one 
needs padded shoulders. 

No politico: Don Coleman, account 
exec at Campbell-Mithun for American 
Dairy Association assures us there is 
absolutely nothing political in his cli- 
ent's initials — ADA. 

Critique: sponsor's Spot-Watcher has 
been viewing tv with a jaundiced eye, 
raises the following questions: 

111 In the Pepto Bismol tv commer- 
cial, how come the secretary has a 
large family size bottle of PB in her 
desk drawer? Our Spot-Watcher has 
yet to find a secretary who has room 
for a large size of anything in a 
drawer — what with shoes, make-up 
mirror, eye shadow, lipstick, peanut 
butter crackers, rain boots and sundry 
items taking up practically all space. 

(2) Why does the gal in the Klee- 
nex commercial try to take off her 
make-up without first creaming her 

(3) If the Chevrolet offers such a 
comfortable, relaxed ride, then how 
come the model who portrays the pas- 
senger in commercials on the Dinah 
Shore Show appears to be sitting on 
the edge of a rain-spout, three stories 
high? Does she lean front as she does 
to keep the camera in focus — on her? 

Summit: The height of something-or- 
olher has been reached by WIP, Phila- 
delphia, which uses this title for press 
releases: "WIPples and WlPercus- 
sions." Proving the pun is mightier 
than the sword. 

Add Philly: Also from City of Broth- 
erly Love comes this one: Eddie Calla- 
han, son of WI'EN salesman Ed Cal- 
lahan, was asked to bring into school 
samples of four letter words. Eddie's 
contribution: "Philadelphia. Pennsyl- 
vania, presentation. Manischewitz." 
How about tel-e-vi-sion, man-i-cot-ti? 

Yes, Business is GOOD in Omaha, home 
of the Strategic Air Command, which 
has just been assigned a key role 
in missiles. 

The Defense Department has just an- 
nounced plans to spend $25,000,000 in 
the Omaha area to equip SAC for its 
missiles mission. 

This brings Omaha's 1958 building pro- 
gram, public and private to an all-time 
record of $250,000,000! 

Yes, business is GOOD in Omaha! 

Get your share of this big, healthy mar- 
ket with the number one sales station. 
The station with the fabulous news 
ratings, the outstanding MGM film 
library and the top personalities — 
WOW-TV, Channel 6! 

The mighty intercontinental ballistic missile, the 
SM-65 Atlas— symbol of the future roles the 
Strategic Air Command will play in space operations. 

WOW-TV fi 

A 1 FRANK P. FOGARTY, Vice President and General Manager BLAIR-TV 

. 1 FRED EBENER, Sales Manager Representatives ^^^F 


Meredith Stations are affiliated with Better Homes and Gardens and Successful Farming Magazines 

leading station in 
Central California's 
major population 



i ^^ 

AMADOR """^N*"^ /j^fl 







--- ^li 


Almost 75% of the people in California's 



third largest TV market are covered in three 



counties alone by KBET-TV. One example of 

:■;•■■■' ' . ..'■' .■'.';• 


this is the fact that 77% of the registered 

autos in the entire market are located in 

Sacramento, San Joaquin and Stanislaus 


*ARB, Sacramento-Stockton, Feb. 1958, and Modesto, 
March, 1958 

«i; %^V.^, Tf:;j ;; ' '„" : <^6ft ' JH 

**Compiled from the Calif. Dept. of Motor Vehicles 

\ nfc^Kl- 

1 '| t] m± JL 
1 ll l] J 



8AS,C ifT 


Call H-R Ti 

ilevision, Inc 

for Current Avails 


_DR£D *- 


30 R0 

ckef.ellER pi j 

N Y 



NvWi q*} ie New Orleans radio s ratio// with 


MAY 1 2 1958 



32.2% of the audience — WTIX — is 

O times more powerful 
with 5/000 watts 
on 690 k.c. 

appened May 7th, at 6 p.m. WTIX took 
the 690 spot on the dial, and increased its 
20 times— to 5,000 watts. Result ? Over 
).000 new listeners added! Now WTIX's 
mr service extends over the entire Gulf 
-from Texas to Florida. Now. more than 
the big Xew Orleans buy is WTIX — the 
Ml which even before the change was more 
than the next 3 stations combined,** 

and — first in every daytime Pnlse % hour, and 
—first in 462 of all 504 Pulse quarters.* Talk 
5.000 watts and 690 \ A #Tfl V^ 

ke. to Adam Young W I I^V 

or WTIX Gen- first ... and getting firster 
. . . and now 20 times 
eral Manager Fred ,„„,,, powerfu i with 

Berthelson. 5,000 wafts 

on 690 kc. 

,,';:;■::' ":::',:,,.< <•,. new Orleans 




WHB Kansas City 


WTIX New Orleans 


NBC Spot Sales and 
Blair Tv have tackled 
the problem of simpli- 
fying the rate card 
structure. Latest prog- 
ress report indicates 
solution won't be easy 

Page 27 

Nighttime radio: 
After 7-p.m. 
slots fill up 

Page 29 

How high is your 
adv. agency I. Q.? 

Second of a 
SPONSOR series 
Page 34 

latest figs, prove 
web viewers loyal 

Page 39 


To sell Indiana, 
you need both 
the 2nd and 3rd 
ranking markets. 

in Indiana! 

In this area of many lakes, plus countless "ol' fishing 
holes," alert advertisers cover two major markets — 
South Bend - Elkhart and Fort Wayne— with one com- 
bination buy which saves 10% ! The coverage they get 
is from within — strong in its local loyalties — no longer 
influenced by that early-day " snow" from cities so far 
away. Take a close look at this rich interurbia: Over 
1.6 million population— $2.8 billion Effective Buying 
Income. Yours, with just one buy ! 

call your 


man now! 

TO7 © fl W 

REPRESENTED NAT.ONALLY BY GILL PERNA. INC. New York, Chicago. Los Angeles, San Francisco, Boston 
SPONSOR • 10 MAY 1958 

lO MAY 1958 • / ol. 12, Vo. 19 




Can tv rate cards be simplified? 

27 N,!< Spol Sales ami Blair Tv are studying the burden that complicated 
rate structures put upon agencies. Hut problem won't be easily solved 

Spot radio — Progress after dark 
29 I ombination plan- and saturation campaigns are moving more and more 
radio client- into after-7 p.m. -lots. One day a smart client will dominate 

Radio packs Jamaica's retail stores 

31 When retail -ale- took a nose-dive due to .-hopping center competition, 
Jamaica merchants called in an expert, turned the tide with radio spots 

Tv: Network plus spot equals big audiences 

32 Nielsen study shows spot can add up to five times the local network 
audience. NBC Spot Sales offers clients free research to prove it 

How new packaging pushes clients into tv 

33 Today's push-button toothpaste is typical of close link between tv and 
packager. Food and drug admen look for "action" package, tv does rest 

Rate your advertising agency I.Q. 

34 The second of sponsor's reader quizzes, this one to test your knowledge 
of advertising agencies and the people who make them. Answers on p. 36 

In the good new summertime 

35 V new Btudj bj I IK Television points up the reason for tv clients to 
up their summer advertising schedules to meet the season's sales boom 

Why Stahl-Meyer banks on air media 

37 This New York meat packer sells brands separately by using kids' tv 
-how for frankfurters; old-time personalities to sell ham on radio 

Web tv viewers: They're not fickle 

39 Late-t ranking of -liou types remain- the same as it was at start of 

and a packager describe the steps they are taking 
id -how quality up as talent price levels move up 

sponsor asks: How can you keep live tv show costs 
52 This week two adm 

to keep costs down 


18 \ g< ii' \ \d Libs 

49 I ilm-Scope 
22 I9tfa and Madison 

50 Marketing Week 
57 News 8 Idea Wrap-l p 

4 Newsmaker of the \\ . .-k 
56 I',, in,, Wrap-Up 

68 Sponsor Hears 

9 Sponsor-Scope 

76 Sponsor Speaks 

55 Spot Buys 

76 Ten Second Spots 

16 Timebuyers at Work 

74 Tv and Radio Newsmakers 

67 Washington Week 

Norman R. Glenn 

Elaine Couper Glenn 

Bernard Piatt 
General Manager 

Arch L. Madsen 

Managing Editor 

Alvin W. Outcalt 

News Editor 

Ben Bodec 

Senior Editors 

Alfred J. Jaffa 

Evelyn Konrad 

W. F. Miksch 

Associate Editor 

Russ Carpenter 

Midwest Editor (Chicago) 

Gwen Smart 

Western Editor (Los Angeles) 

Pete Rankin 

Film Editor 

Beth Drexler Brod 

Assistant Editors 

Jack Lindrup 

Gloria Florowitz 

Contributing Editor 

Joe Csida 

Art Editor 

Irving Kramer 

Production Editor 

Florence B. Hamsher 

Sales Manager 

James H. Fuller 

Advertising Promotion Manager 

Jane Pinkerton 

VP-Western Manager 

Edwin D. Cooper 

Southern Manager 

Herb Martin 

Eastern Manager 

James H. Shoemaker 

Production Manager 

Jane E. Perry 

Sandra Lee Oncay, Asst. 

Administrative Staff 

Dorris Bowers 

Georqe Becker 

Jessie Ritter 

Marion Sawyer 

Circulation Department 

Seymour Weber 

Emily Cutillo 

Harry B. Fleischman 

Laura Oken 
Laura Datre 
Readers' Service 

Nancy Smith 

Member of Business Publications _ I 

Audit of Circulations Inc. lil^H 


combined with TV. Executive. Editorial, Circu- 
lation and Advertising Offices: 40 E. 49th St. 
1 49th & Madison I New York 17, N. Y. Tele- 
phone: MUrray Hill 8-2772. Chicago Office 
612 N. Michigan Ave. Phone: SUperior 7-9863. 
Birmingham Office: Town House. Birmingham. 
Phone: FAirfax 2-4625. Los Angeles Office: 6087 
Sunset Boulevard. Phone: Hollywood 4-8089. 
Printing Office: 3110 Elm Ave., Baltimore 11. 
Md. Subscriptions: U.S. $3 a year. Canada and 
foreign $4. Single copies 20c. Printed in U.S.A. 
Address all correspondence to 40 E. 49th St.. 
N. Y. 17. N. Y. MUrray Hill 8-2772. Published 
weekly by SPONSOR Publications Inc. Entered as 
2nd class matter on 29 January 1948 at the Balti- 
more postofficc under the Act of 3 March 1879. 

©1958 Sponsor Publications Inc. 




FEB. 8 -MARCH 7, 1958 



WHO-TV is the top star in Central Iowa. 
WHO-TV's dominance is the result of decades of 
better programming, public service and highest integrity 
— a wealth of broadcast experience that has made 
WHO one of the great names in the radio-television 
industry. Ask your PGW Colonel for the full story. 

, WHO-Tvl 

.^WHO-TV = 


WHO-TV is part of 

Central Broadcasting Company, 

which also owns and operates 

WHO Radio, Des Moines 

WOC-TV, Davenport 


Channel 13 * Des Moines 


Col. B. J. Palmer, President 
P. A. Loyet, Resident Manager 
Robert H. Harter, Sales Manager 

Peters, Griffin, Woodward, Inc., 
National Representatives 

SPONSOR • 10 MAY 1958 

No need to flirt with success on 
the great Golden Spread. Get 
jet-propelled results with Chan- 
nel 4-Sighf. 

Antenna Height 833 feet 




of the week 

This week Westinghouse (through McCann) bought an $11- 
million Desilu network package, including trade merchan- 
dising support of Desi Arnaz and Lucille Ball. The buy, rep- 
resenting a $4-million increase over the firm's current net- 
ivork tv effort underlines the anti-recession philosophy of 
Gwilym Priee, Westinghouse board chairman: ^Sell harder." 

The newsmaker: A dynamic Welshman with a high re- 
gard for salesmanship, Gwilym A. Price, chairman of the board of 
Westinghouse Electric Corp., has always been a staunch believer in 
the power of television. In his 2 April speech to stockholders he 
offered a solution to lagging sales (particularly in the hard-hit con- 
sumer appliance field) : 

"We hope to create new sales opportunities this year with a 
vigorous promotion . . ." 

This week his policy went into effect when Westinghouse (through 
McCann-Erickson) made one of 
the largest, most spectacular net- 
work tv buys ever contracted by a 
single firm: the Ill-million buy 
from Desi Arnaz and Lucille Ball. 

Here's what Westinghouse is 
getting for its investment (some 
$4 million higher in network tv 
than its current Studio One ex- 
penditure) : 4f one-hour Westing- 
house Desilu Playhouse produc- 
tions consisting of dramas, West- 
erns, musicals and seven Desi- 
Lucy specials. 

Said Westinghouse president Mark Cresap, Jr., when announcing 
the buy: "The seven special programs will feature the hour-long ad- 
ventures of Desi and Lucy like those which were the four top-rated 
tv shows of the current season and which reached an audience of 
as many as 50 million people." 

Top-ranking achievement: the Desilu merchandising support that 
goes with the shows. Perhaps the single most important feature of 
this recession-defying television buy is the "good-will ambassador" 
clause which underscores Price's belief in tying national tv adver- 
tising in directly with grass-roots promotion: Desi Arnaz and 
Lucille Ball, currently among the hottest tv properties, will travel 
the trade circuit as Westinghouse ambassadors, addressing sales 
conventions, trade meetings, dealer gatherings for the company. 

By making such merchandising use of its top tv talent, Westing- 
house is continuing a trend now gathering momentum among mar- 
ketingwise tv sponsors who want to relate costly network efforts to 
their local market and trade promotions. ^ 

SPONSOR • 10 MAY 1958 

Gwilym A. Price 




Radio Memphis 


AUGUST 1956 
MARCH 1957 
MAY 1957 

JULY 1957 

MARCH 1958 

(PULSE, August T956, 
through March 1958) 

6 AM-Noon Noon-6 PM 

% Audience % Audience 

22 (Tie) First 20 (2) 

23 (I) 

.24 (I 
...25 (I 

Keep your eye on these other Plough, Inc. Stations: 

Radio Baltimore I Radio Boston I Radio Chicago 



No. we didn't forget 6 PM to midnight where WMPS also ranks first. (Pulse 

March, '58) It's just that we thought we'd cluttered up the page with ^^^fctf- ^""*V \M 

enough firsts as it was. So, here's proof that the programming policy M-~~*j^^ f^jF **^ « 

of WMPS has withstood the test of time and competition. # ""\^*" ^^* ^A 

This same outstanding programming is heard on the 
other Plough stations in Baltimore, Boston and Chicago. 

SPONSOR • 10 MAY 1958 

television's most celebrated series 


now available for the first time 

to help you sell locally 

. . . titled 


Honored in two successive seasons with the Emmy, and with the 
Pea body Award, its greatest fame is in the marketplace where 
it has attained a brilliant sales-producing record, far outrating 
all series placed in opposition on the networks. As JEFF'S 
COLLIE, it will do the same for you right in your 
own market. Wire or phone Michael M. Sillerman, 
Executive Vice-President, TPA, 488 Madison Avenue, 
New York City, Plaza 5-2100. 


Revision Programs of America, Inc. 488 Madison Ave. • New York 22 • pl < 

your advertising 
dollar produces 

more sales 


And there's a reason. This pioneer 
station is foremost in the three standard 
metropolitan markets in its coverage area: 
Lancaster, Harrisburg, York, as well as 
in numerous other cities— Gettysburg, 
Hanover, Lebanon, Chambersburg, 
Carlisle, Lewistown, etc. In short, you 
find that WGAL-TV's multi-city cover- 
age costs you less than buying single-city 
coverage. Put your advertising dollar to 
work producing more— on WGAL-TV. 



NBC and CBS 


STEINMAN STATION • Clair McCollough, Pres. 

Representative: The MEEKER Company, Inc. • New York • Chicago • 

San Francisco 

SPONSOR • 10 MAY 1958 

Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 






GM Family (WW World) 








Chrysler Family 



If you have any doubts about Detroit's recognition of tv as the No. 1 sales 
sponior^ublications ino. medium, hear this: With auto sales running 60-70% behind last year, the Big Three 
collectively appears to be cutting back a mere 10-15% on regular network tv 
series for the fall. 

What adds a note of astonishment to the network tv-automotive picture is the fact that 
General Motors apparently will be spending even more on regular programing 
than it did the previous year. 

Based on commitments to date, here's how SPONSOR-SCOPE compares network tv ex- 
penditures (time and talent) for the two periods: 





CBS TV more and more appears to be acquiring the label of the "soft-goods 

So far, it hasn't signed up a single dollar's worth of automotive business for the 1958-59 

Chrysler has offered to keep Climax! going if CBS TV is agreeable to an alternate- 
week cutback, but the network doesn't seem to be excited about the prospect. 

CBS TV's only other remaining automotive client, Mercury, doesn't have to make 
a decision on the Ed Sullivan show for several months. 

Pulse's Sidney Roslow (at an NAB panel meeting) estimated the latest plus for out- 
of-home radio listening at 20% — that is, in major metropolitan markets. 

He expects this audience to become more sizeable with an expanding economy, 
population increase, and changes in living habits. 

Barbers will now become beneficiaries of the concept of using spot tv to sell 
the customer's customer. 

Stephan's Dandruff Remover Hair Tonic— directly available through barbers — will 
spend most of a $l-million budget to urge an application after the haircut. 

Cunningham & Walsh just got the account. 

The buyer of syndicated films for a major agency this week expressed himself as miffed 
by the fact that some syndicators were jacking up the prices on what they consid- 
ered "hot markets." 

Definition of a "hot market": An area that's on the business upgrade even while 
other areas are feeling the pinch of the recession. 

Included by marketers in the "hot" category these days: Denver, Dallas, Albuquer- 
que, Omaha, Oklahoma City, Kansas City. 

Note that these spots tend to have a strong agricultural base; and farm income 
currently is moving up. 

SPONSOR • 10 MAY 1958 


Even if the big packager of grocery products were inclined to pull back on his 
air media spending, the burgeoning threat from private labels prevents him. 

The supermarket chains have taken advantage of the recession's impact on the economy- 
conscious shopper to step up their private label lines. 

Faced with this expanding shelf competition, the national hrand has no choice but to 
keep up its expenditures. 

Also working to advertising's advantage in this period of economic uneasiness are 
these two factors: 

1) The rigidity of the price structure (an unprecedented situation in face of a di- 
minishing output). 

2) The tendency among the vast majority of manufacturers to make the same gross 
profit margin available for advertising. 

In other words, the recession for the marketing forces has been quite soft in 
comparison with the trend in actual production. 

(For more on the marketing theme see MARKETING WEEK, page 50.) 

Westinghouse brought off the slickest coup yet in the use of tv names as am- 
bassadors of goodwill: 

The $ll-million deal with Desilu Productions for next year's program series includes the 
services of Lucille Ball and Desi Arnaz in Westinghouse's behalf at dealer meetings, 
salesmen conventions, and community affairs. 

(See more details on the significance of this buy in NEWSMAKER OF THE WEEK, 
page 4.) 

NBC Spot Sales this week put out questionnaire polling timebuyers on the use 
they're making of local radio. 

The focus of the queries was on a comparison of three types of programed stations: 
(1) top 40 tunes, (2) standard music and news, and (3) "varied programing" (ob- 
viously network affiliates). 

The questions deal with (a) relationship of programing to a commercial's sales 
effectiveness, (b) degree of listener attentiveness, (c) value of a radio personality as 
a salesman, (d) which type of station best meets current listening demands and (e) 
preference of news programing. 

Come up with a click western and an advertiser, apparently, won't balk at a 
$5,000 raise for the succeeding season. 

It's happened in the case of Wells Fargo. The average weekly gross price is jump- 
ing from $38,500 to $43,000 for Buick and American Tobacco. 

As advertisers start renewing their tv network commitments for the fall, they find 
that time billings will run 6-8% over what they were the year before. 

Here's how the prices of a one-time shot in prime time stack up on the networks: 



ABC TV $39,600 $47,500 $54,430 

CBS TV 19,980 65,000 73,170 

NBC TV 50,750 68,000 85,000 















ABC TV $66,000 $74,000 $81,000 

CBS T> 83,300 105,000 121,950 

NBC TV 83,500 110,000 123,500 

10 may 1953 

SPONSOR-SCOPE continued 

Product Services, Inc., this week was looking for two-minute tv announce- 
ment availabilities for a mail-order campaign by Borg-Johnson pocket radios. 

The schedules call for 20 spots week, day and night. Adjacencies to sports, American 
Bandstand (ABC TV), and feature films are preferred. 

Other new national tv spot activities include: Armstrong Tire (L&N), nighttime 
minutes for 15 weeks; Bab-O (Brown & Butcher), three a week in major markets. 

Look for Pepsi-Cola and Coca-Cola to go high, wide, and handsome in both net- 
work and spot radio this summer. 

Pepsi will be promoting its first new jingle in many a year in a massive way. Coca- 
Cola will be countering with heavy co-op schedules. 

Wildroot (BBDO), which is dropping Robin Hood and sponsoring Bowling Time in 
some markets, will likely focus a major share of its tv money in spot announcements 
this fall, using the top 50 markets. 

The hair conditioner has found network somewhat awkward for its purposes. Rea- 
son: It was riding three products that conflicted with each other. 

NBC Radio's latest special-day gimmick to stimulate some quick business: 25 edi- 
torial spots on the theme of Father's Day sprinkled among the network's programing 
the week of 9-14 June. 

Commercial announcements will be sold fore and aft. 

Network tv isn't the only medium picking up some chips from Detroit: CBS Radio 
this week got about $350,000 worth of business from Oldsmobile. 

As a stopgap — while taking a tv hiatus for the summer — Oldsmobile will spot five- 
minute recordings on CBS Radio for 13 weeks, starting 17 June. Seven of these 
will be aired per week. 

It looks like a long hardworking summer for the tv networks in patching to- 
gether a strong representation of nighttime sponsors. Activity this week was pretty 
much on the dull side. 

One account that got itself set for next season is Quaker Oats (via JWT) : alternate 
sponsorship of Ozzie and Harriet and The Naked City on ABC TV. 

(See Network under NEWS WRAP-UP, page 57, for other sales and renewals.) 

Bell & Howell president C. H. Percy discounted as baseless this week the Madi- 
son Avenue speculation that there were top echelon plans for Peter G. Peterson, 

who recently left McCann-Erickson to join B&H. 

There's no fact, Percy told SPONSOR-SCOPE, behind the long-range guess that Peterson 
would take over Percy's spot and Percy would move into the chairmanship. 

The N. Y. Yankee baseball team's management this week threatened to open 
tv warfare with the National League over the step-up of games fed to New York. 

The Yankee's gripe: With National League games being channeled from three cities to 
two New York stations, the Yankee gate can be hurt appreciably. The Yankees now are the sole 
big league baseball club in Metropolitan New York. 

The Yankee's veiled counter-threat: It might make its game available for coast-to- 
coast sponsorship — which, obviously, would put a crimp in the L.A. Dodgers' and the S.F. 
Giant's aspirations for pay-tv riches. 

P.S.: The management of WNTA, New York, assured the Yankee ownership 
that none of the Dodger and Giants games will be fed New York viewers on Yankee 
home-playing dates. 

SPONSOR • 10 MAY 1958 

SPONSOR-SCOPE continued. 

CBS TV cites this as further proof that tv is a potent direct selling force: 

A CBS-ordered survey by the Market Planning Corp. among 2,585 stores where the in- 
fluence of the salesclerk is practically nil showed that three-fourths of the managers pre- 
ferred tv for pre-selling. 

The retail places were grocery, drug, hardware, variety, and discount stores. 

An air of bullishness prevails at NBC TV over the billings outlook for 1958's 
third quarter. 

The expectation at NBC TV: Not only will the third quarter exceed the billings for 
last year, hut the network will show a margin over CBS TV in commercial nighttime hours. 

NBC Corporate Planning tried to show which way the wind was blowing by issuing 
the following comparison of regularly scheduled commercial program time in terms of total 
hours and minutes for last April: 


NBC TV 47:38 (36.9% 43:38 (34.7%) 

CBS TV 53:43 (41.6%) 59:20 (47.2%) 

ABC TV 27:40 (21.5%) 22:50 (18.1%) 

TOTAL TIME 129 hrs: 1 min. 125 hrs: 48 min. 

The one-day strike called by the stagehands union (IA) against the N.Y. film 
producers this week is just the opening rumble in a long drawn-out battle over which 
union is to control the handling of videotape. 

IA president George Walsh put out the fire, temporarily prevailing upon his N.Y. 
local to negotiate an agreement which will let the producers experiment with tape working 
conditions and wages until December 1959. 

The key to all the coming turmoil is this: Are the networks going to do commer- 
cials on videotape? If so, the film producers want to be protected, since the wages 
paid IBEW or NABET people are much below those paid by the independent film pro- 
ducers under their agreement with the IA. 

The same key question applies to the current jurisdictional debate between 
AFTRA and the Screen Actors Guild. 

P.S. : Tele-studio this week before an invited trade press produced a 45-second video- 
tape commercial for Mennen After Shave Lotion via McCann-Erickson. 

For perhaps the first time NBC TV is arming itself statistically against compe- 
tition from syndicated films. 

A case in point occured this week when a client disclosed to the network that he was 
waivering between continuing with the Como Show or going syndication. 

NBC TV rapidly put together this table comparing the top-rated syndicated show in five 
major markets with Como's rating: 


New York Sea Hunt: 25:3 44.6 

Chicago Silent Service: 26:0 39.4 

Los Angeles Death Valley Days: 19:0 27.7 

Cleveland Frontier Doctor: 31:7 43.6 

Boston 26 Men: 25:6 14.7 

Note: All the above syndicated shows except Silent Service were scheduled 

before 8 p.m. — the Como Show's starting time. Source of ratings: January ARB. 

For other news coverage In this issue, see Newsmaker of the Week, page 4; 
Spot Buys, page 55; News and Idea Wrap-Up, page 57; Washington Week, page 67; SPONSOR 
Hears, page 68, and Tv and Radio Newsmakers, page 74. 



true tf 

measure of 

success ^ 

in the 

Philadelphia A 

market t 

DOM 1 1 

1j3 14 15 16 17 18 


reaching 941,400 different families or 79.6% 

of all Philadelphia Metropolitan homes every week! * 

It means in terms of buying power that WCAU RADIO 
families make up a $345,000,000 to $2,344,000,000 
RICHER MARKET annually than that reached by the 
other 5 Philadelphia stations ! * * * * 

■ you 


1 you 

M 7 

1*1 buy 


Represented nationally by CBS Radio Spot Sales 

• * Pulse of Philadelphia, Jan. — Feb. 1958 
* * • Cumulative Pulse, Dec 1957 
• • ' • Sales Management, May 10—1957 Buying Ino 

SPONSOR • 10 MAY 1958 



•** ■ 



,M t 



& ^ 

bat A Storer Statioi 

f L^ 

f s a LoccJ Sfafior 


il — TTMii 


-„j rWrnit Atlanta Wilmington-Philadelph 


1-3940 • 230 N. Michigan Ave., Chicago ?, FRanklin 2-649 

The brilliant blush and 
dignified beauty of cherry 
blossoms are a part of the personality of 
Washington . . . Personality of any community is the sum 
of its local characteristics and habits, even to the 
broadcasting preferences of its people. Storer Broadcasting 
is known for the localized nature 
of its stations in the 
communities they serve. 


Volvo. ..On the Go... 
Thanks to KBIG RADIO! 

HERE'S VOLVO . . . that speedy, com- 
fortable example of superb Swedish 
engineering reaching for the Number 
One position in foreign car sales in 
the huge Southern California market. 

that an auto relatively unknown less 
than a year ago would be bought by 
so many Southern Californians in so 
short a time! Kent Goodman, Presi- 
dent of Advertising Agencies Inc. 
who has been at the helm of Volvo's 
campaign since the car's introduction 
to the U.S., writes: 

"RADIO -and for that matter 
KBIG radio -has played a large part 
in Volvo's success. KBIG's signal is 
perfect for covering dealers in San 
Diego and San Bernardino, as well as 
the giant Los Angeles-Orange County 
market. To put it another way, wher- 
ever your station hits, we have a 
dealer. KBIG gives us coverage that 

1000 SPOTS for Volvo since mid- 

If you're looking for coverage that 
counts in added sales, contact your 
KBIG or Weed man for more case 
histories. Remember ... KBIG is 
your All-Southern California radio 


The Cololina Motion 
10,000 Watt 

740 °".:: 

Nat. Rep. WEED and Company 


at work 

Lois Green, Grant Advertising, Los Angeles, media director, who 
buys for Dr. Pepper, Southern California Dodge Dealers, Hotpoint 
Appliances and Marquardt Aircraft, feels that stations should offer 
a minimum guarantee of rating points per week on floating sched- 
ules. "This would eliminate the practice of random shifts," Lois 
says, "which can lead to a drop 
from 75 points to 35 points. A 
minimum of six shifts in a 21-spot 
schedule will keep a weekly rating 
total approaching the original 
level." Lois thinks that time is 
not as important as quality, which 
should involve not merely ratings, 
(she uses them as an "arbitrary 
yardstick,") but the type of adja- 
cency: "That is, that the audience 
composition — adults, children, etc. 
— be the prime market for the ad- 
vertiser." Lois also sees penetration of a specific market as another 
important factor in station evaluation; she studies it carefully be- 
fore setting up a schedule. "I place the weekly unduplicated audi- 
ence of some stations as high as 90% of the multi-station market, as 
opposed to 50% unduplicated audience of some other stations." 

Bob Kibrick, media director for Richard K. Manoff, Inc., New York, 
commends the SRA for its efforts in helping to standardize some of 
the tedious, costly routines of timebuying. "The new confirmation 
form adopted by the SRA is a simple but important step in the 
direction of more efficiency and economy in media," Bob says, 
noting the big workload a busy 
media department must face. In 
a recent spot radio buy, his de- 
partment requested availabilities 
from 521 stations through 57 New 
York rep firms for schedules of 
varying duration and intensity in 
124 markets. Orders were subse- 
quently placed with 127 stations, 
through 35 rep firms. The esti- 
mating, interviewing, evaluating, 
ordering and budgeting had to be 
completed in less than two hours. 
"Because pressure situations like this are not infrequent," Bob feels 
that stations and reps should standardize not only confirmation 
forms, but availability forms too, and generally improve the manner 
of submitting data. "Every delay means less time for objective study, 
and harms both advertisers and stations," he concludes. 

SPONSOR • 10 MAY 1958 

Proof Again 

Here's what the March, 1958 ARB Metropolitan Report for Richmond shows: 

D Sign-on to sign-off — E 7 P.M. to sign-off — 

Sunday thru Saturday — I Sunday thru Saturday — 

WXEX-TV has more !/ 4 -hr. WXEX-TV rates FIRST 

FIRSTS than any other I in 46.7% of all Vi-hours. 

Richmond area TV station* || Station B— 27.3%. Station C— 26%. 

-ft When at least two stations are on the air. Excludes children's hours of 5 to 7 P.M. Monday through Friday. 


Tom Tinsley, President NBC BASIC - CH ANNEL 8 

Irvin G. Abeloff, Vice-Pres. 

National Representatives; Select Station Representatives in New York, Philadelphia, Baltimore. Washington; Simmons Associates in Chicago and Boston; 
Clarke Brown Co. in Dallas, Houston, Denver, Atlanta, Miami, New Orleans, McGavren-Quinn in Seattle, San Francisco, Los Angeles. 

SPONSOR . 10 MAY 1958 17 





the Metro Area 



• E.B.I. 


the TV Market 


TV Homes 197,344 

Population 1,195,100 



the Static n 

OUT OF 419 
TIED 5* 


©.€» a 



Walter Guild 


Guild. Bascom & Bonfigli, Inc. 

Agency ad libs 

Commercial fusion . . . not rating fission 

The victim lies bleeding on the floor. The 
dagger protrudes from his back. The villain 
raises his Luger and draws a bead on the noble 
hero. . . . 

"And now, a brief message from our sponsor." 

This is not only poor showmanship, it is in- 
credibly bad salesmanship. 

Yet it happens dozens of times every day, and 
on some of the highest rated programs. 

And every day. thousands and thousands of times, the great rating 
battle goes on among agencies and advertisers. The rating fission 
process often leaves broadcasters and sponsors widely separated 
especially when this not uncommon event occurs: the sponsor is per- 
fectly happy with a modestly rated show because it is selling his 
product; yet he can't get prime network or spot time because the 
broadcaster is concerned with building a maximum audience in 
given time blocks. 

More and more agencymen feel that ratings are only one, and by 
no means the most important one. of a number of ways of measur- 
ing the commercial effectiveness of a program. 

The single most important element, in our opinion, is what we call 
commercial fusion. 

No program either sells or fails to sell. That's not what a program 
is for. A program entertains, excites, stimulates ... or it doesn't. 
From the sponsor's point of view, and from the agency's, all any 
program can do is to give him an opportunity to present a commer- 
cial message before a group of potential customers. 

The commercial does the selling, not the program 

So it should follow that the greater the audience the more sales 
can be delivered by the same commercial. 

In our experience, it doesn't work that way. We have seen tele- 
vision programs that reach tremendous audiences sell small amounts 
of product . . . and with darned good commercials, too. It isn't 
only the recession that sees some of these programs scuffling for 
sponsorship as this is written. 

The reason these programs don't work as advertising media is that 
they do not provide the right kind of climate within which the com- 
mercial can do its selling job. 

When we look at any program for any client we ask ourselves: 

"Does this show give us an opportunity to present our commer- 
cials at a time and in a situation when the audience is in a mood to 
receive them?" 

"Will the commercials interrupt the program to a degree which the 
audience will resent?" 

"Will the character of the program develop a receptivity for the 
commercial message, particularly the friendly, relaxed type of com- 
mercial message that we favor?" 

Stack most of today's cliff-hangers and "adult" Westerns against 
these criteria and see for yourself how they measure up. 
(Please turn to page 21) 

14 carbons, 

i;he man wants!" 

"Everybody and his brother gets one of these! It's that 
latest letter from Nielsen on network efficiency. The boss 
takes one look at it and zowie! Copies to everybody! What's it 
say? Same thing the last one said— ABC still delivers more 
homes per dollar than any other network! Here, look for yourself!" 

(Right on the next page!) 


Maybe you'll want to run off 
a few carbons yourself 




500 F WTH AVE 

Dea r Don: 

■*"** and Ifuiti^, 

3k ^ ^ograms. 

w SH.- ik 


llam S - Harnm 

Today the most efficient buy in network TV is A A 

Agency ad libs continued . 

While high-rated network programs without this element of fusion 
have been bouncing about like ping-pong balls, we have had a 
medium-rated program for Skippy Peanut Butter on the network for 
seven years and another for Ralston Purina which is on its third 
year. Both these programs are good yardsticks because each repre- 
sents the bulk of the sponsor's advertising budget. If advertising on 
the program doesn't sell the product there's nothing else working 
for us. 

The sales results on both products prove that ratings and results 
are not the same thing. 

There is a lesson in all this experience which sponsors seem to be 
learning more quickly than broadcasters, if the recent crop of "Top 
20" show cancellations is any indication. Ratings alone may or may 
not be a good measurement of total audience size, but there is a 
difference between reaching an audience and felling it. 

Wouldn't it be better to sell 50% of a nine million audience than 
5% of a 30 million audience? 

Or, to put it another way, is there any sound commercial sense in 
"reaching" 30 million people at a very high cost when you can only 
sell 1.5 million of them . . . and when, at a much lower cost, you can 
reach nine million people and sell four million of them? 

These figures are hypothetical and exaggerated, but the real-life 
parallels to these figures are presenting many broadcasters and 
sponsors with their "moments of truth" in television. 

It's interesting, too, to note that some of the medium-rated pro- 
grams which provide the best fusion are also the ones that most of 
the critics (nasty word) consider the "better" television programs. 

Exclusivity outranks ratings 

Sponsors are becoming less concerned with gross audience and 
more concerned with effective audience. It is up to networks and 
stations to share this concern and lose some of the preoccupation 
with gross audience alone as measured by ratings. 

We love a high rating as well as the next fellow, and we are as 
downcast as anyone when one of our shows drops a point or two. 

But we consider fusion much more important than gross rating 
points, and there are two other things we think are more important 
as well. 

Frequency, in our experience, is next to fusion in importance. We 
believe that selling is more effective on tv if it is done every week 
than every other week. We think a $20,000 show getting a 15 rating 
every week is a better buy than a split-sponsorship of a $40,000 
show getting a 30 rating. Mathematically, the total audience reached 
in cost-per- 1,000 is the same. But effectively, we have found that the 
every week frequency sells more. Look at the gaps in split-sponsor- 
ship availabilities and you'll see that lots of other people are learning 
this, too. 

The third key element that out-ranks ratings is exclusivity. This 
raises another bugaboo, that of "sponsor identification." We feel 
that exclusive sponsorship has many plus values besides that of elimi- 
nation of distraction. When one of the "Top 10" programs (Play- 
house 90 as measured by an ARB survey last year in Seattle) can 
only turn up a .2% sponsor identification for a long-term adver- 
tiser, the case for exclusive sponsorship is dramatically evident. 

Concern with ratings is important. Preoccupation with ratings to 
the exclusion of fusion, frequency and exclusivity . . . this is the road 
to non-commercial television. ^ 



1,788,361 people- 



ATLANTA 1,557,764 

BIRMINGHAM 1,427,783 
NEW ORLEANS 1,260,360 
HOUSTON 1,226,924 

MIAMI 699,103 



* Counted population 
A.D. Ring and Assoc. 
1950 Census. 



SPONSOR • 10 MAY 1958 


the South's fastest growing TV Market 



The South's fastest growing TV market — Jackson, 
Mississippi — now has 260,778* TV homes inviting 
you to display your wares. And the BUY-POWER is 
there, too — over 1,500,000 people with a $1,300,- 
000,000-PLUS effective buying income. Only two sta- 
tions reach this prime market — WJTV and WLBT. 

"Television Magazine April 1958 issue. 

260,778 TV HOMES 






49th an 

Easy listening 

Thanks for the very fine mention in 
your April 26 issue I Those easy listen- 
ing radio commercials), concerning 
Bob and Ray and myself. 

It's nice to be credited with having 
started "the present creative surge in 
radio copy." But the truth is I never 
would have written Harry and Bert 
without having seen and heard some 
of the work being done in tv commer- 
cials by John Hubley, and also the 
"Busy Day" Jello series written by Bob 
Shapiro at Y&R and art-directed by 
Jack Sidebotham. (He later teamed up 
with me on the art end of Piels.) 

Ed Graham 



Productions, Inc. 

• SPONSOR feels all listeners are in debt to 
every pioneer in the field of creative commercials. 

Subscription by deed 

I am sending you these two ads 
apropos of your reprint of the editorial 
"Rating Madness" which reached my 
desk a few days ago. 

It sems to me, at least, that we are 
subscribing to your editorial by deeds. 
Louis Hausman 
v.p. advtg. and prom. 


CBS Radio 

■ts below one of these 

D.j. rebuttal 

Mr. Arthur J. Berry, Jr., President of 
WEOK in Poughkeepsie, N. Y., seems 
to feel that disc jockey (I'd prefer the 
phrase 'disc emcee') chatter is empty - 

SPONSOR • 10 MAY 1958 

headed. He states in his letter to spon- 
sor that he's 'clammed-up' his d.j.'s. 
Could Poughkeepsie be so different 
than Fort Payne, Alabama? If I 
'clammed-up' my Doug Holerfield, Joe 
Baker, Adis Childers, B. L. Helms and 
Mac Cooper we wouldn't have a lis- 
tener. My disc emcee's are 'friends 
of the family.' Of course I'm fortu- 
nate in having boys who are not 
'empty-headed.' WFPA's Disc Emcees 
are alert, intelligent and a part of our 
station's over-all personality. With the 
exception of one, all of our Disc 
Emcee's are local boys. We've trained, 
developed and promoted them into a 
small town block-buster of entertain- 
ment and salesmanship. 

As a former Disc Emcee in Cleve- 
land, Ohio, (WSRS, WJMO, WERE) I 
feel that an announcer reading a com- 
mercial will never replace a Disc 
Emcee selling a product! 

George Gothberg 

WFPA— Radio Ranch 
Fort Payne, Alabama 

NAIB plug 

Your issue of April 12 included an 
item in "Sponsor-Scope" that indi- 
cated there is little likelihood of the re- 
birth of the National Association of 
Independent Broadcasters. 

We hope this organization materi- 
alizes and becomes strong. As inde- 
pendent radio specialists. Broadcast 
Time Sales is for the NAIB and is 
ready with a check as a charter sup- 

Most reps have both network and 
independent stations on their list. Pos- 
sibly for this reason they prefer to 
ignore the great differences between 
these two types of stations. 

We can see the desirability of the 
NAIB because we are aware of the 
deluge of materials being sent out daily 
by the networks to everyone even re- 
motely concerned with spending a na- 
tional advertising dollar. We also think 
it would be beneficial to have someone 
representing independent radio. 

The networks have every reason to 
sell aggressively. If the independent 
stations do not meet this challenge, 
they have no one to blame except 

Carl L. Schuele 

gen. jngr. 

Broadcast Time Sales 

New York 

• We support those efforts which lead to a 


l Houston's-: 24-Hour > 
v Music a x ndT-News- 'J 

National Reps.: 

Forjoe b Co. — 

New York 


» Chicago 
• Seattle 

Southern Reps.: 

las • New Orleans • Atlanta 
In Houston: 
Call Dave Morris 
JA 3-2581 

SPONSOR • 10 MAY 1958 


General Electric, General Foods, General 
Mills, General Motors— all agree it's sound 
strategy to be on the CBS Radio Network. 
Along with scores of other top-ranking 
national advertisers, they know that on 
CBS Radio, commercial salvos hit more 
listeners (47% more people listen per com- 
mercial minute than on any other radio 
network). And they hit them harder. (By 
its very nature, CBS Radio programming 
screens out the non-listening listener.) 
That's why, in the battle for the dollar, 
these generals make sure their campaigns 
are on the CBS Radio Network. Maybe 
what's good for them is good for you! 



Why is WDCY first in Minneapolis— St. Paul? 

. . because it's the 
50 3 000 watt station 
with the 50,000 watt 
personalities . . . 

You need coverage — you get covera 
50,000 watt WDGY. But it takes more ti 

age to get you audience. A 50,000 watt station" 
> 50,000 watt personalities, like Dan Daniel, here.l 
Dan's the tall, thin, friendly, contest-minded, " 
heavily-sponsored Texas drawler, who has made ' ! 
the Twin Cities safety-conscious. Dan is typical of the ^ 
sound that has made WDGY first all-day per^ 
Hooper and Pulse . . . and of the "response-ability" 
that is giving WDGY its big 

coverage and audience to the Blair man . . 
or WDGY g.m. Jack Thayc. 

Wt DGY 50,000 wans 


^-r^rr i o ixi s 



WDGY Minneapolis St Paul 


WHB Kansas City 


WTIX New Orleans 


WQAM Miami 



SPONSOR • 10 MAY 1958 


Spot tv's rocky road to simpler rates 

^ NBC Spot Sales and Blair Tv are studying rate card 
changes as agencies become burdened with complexities 

^ Simplification will be a tough nut to crack as cards 
are basically a reflection of varying station audiences 

By Alfred J. Jaffe 

^%gency buyers, who have become 
increasingly burdened with the com- 
plexities of tv station rate cards, may 
find some relief coming their way. 

This week at least two important 
reps, NBC Spot Sales and Blair Tv, 
were studying the problem of rate sim- 
plification. Their aim: to make spot 
tv easier to buy as well as easier to 

Admittedly a tough problem to 
solve, rate card complexities have mul- 
tiplied during the past year or so for 
a number of reasons. The most im- 
portant are: 

• Additional package plans are be- 
ing ground out at a speed too fast for 
agencies to digest. 

• Standard definitions of broad 
time periods (Class "A," "B," "C," 
etc.) are harder to find. 

• The old frequency rate cards 
which provide discounts for the varied 
program and announcement lengths 
(the frequency usually ranging from 
one to 260 times) have become out- 
dated in some respects. However, lit- 
tle has been done to bring them into 
line with current buying trends. 

• Exceptions to the rate cards are 
legion, particularly with participation 
shows. These are often put into a 
separate category and, sometimes, each 
show will have a separate price. 

Aside from the time consumed at 
agencies in calculating discounts, the 
variety of discounts available has put 

an additional burden on buyers. The 
agency too often has to search the rate 
card (or query reps and stations) to 
find out if it is getting the best dis- 
count it is entitled to. This is the rea- 
son for P&G's proposal recently that 
its agencies review rates at the end of a 
contract and pick the discount most 

A tipoff that the reps themselves are 
concerned about rate complexity is the 
fact that NBC Spot Sales' new chief- 
tain, P. A. (Buddy) Sugg has put 
down rate card simplification among 

his first important jobs to tackle. 

Sugg, who started at NBC 1 April 
as vice president for owned stations 
and Spot Sales, explained why: 

"It takes a Ouija board and elec- 
tronic calculator to figure out dis- 
counts sometimes. Suppose an agency 
wants to get some idea of what a cam- 
paign in spot tv will cost. It should 
be easy to calculate but it isn't. Now, 
that's bad for stations, too. It means 
that it's that much harder for us to sell 

The rep firm is now involved in 
studying the question for the NBC 
o&o's. Whatever changes are recom- 
mended will, of course, be suggested to 
other NBC Spot Sales stations. 

Sugg made clear the rate study will 
start with bedrock. He is even con- 
cerned with the names of station sales 
officials listed in Standard Rate and 
Data Service books. "It should be 

Rate card study is among first tasks undertaken by P. A. (Buddy) Sugg, above, new v.p. 
for NBC Spot Sales and o&os'. A uniform definition of time classification will be one target 




6-9 AM; 4-7 PM : Moii thru Sat 
6 weeklv. staggered. 1 per day 
Less than 6, staggered 
Specified position (6-9 AM only) 

9 AM - 4 I'M. Mon thru Sat 
ft weekly. ] per day 
Less than 6 

Alter 7 I'M, Mon thru Sat; all day Sun 
ft weekly, 1 per day- 
Less than 6 






') AM - 1 I'M. Mon thru Sat 

12 announcements weekl; 
24 announcements week! 
48 announcements week! 
96 announcements week! 

After 7 PM, Mon thru Sal 

12 announcements weekly 

24 announcements weekly 

48 announcements weekly 

96 announcements weekly 






Portions of Impact Plan announcements may be scheduled between 6-9 AM and 
4-7 PM Mon thru Sat at the applicable rates for these periods. Since these announce- 
ment may count toward Impact Plan frequency, the balance of the schedule will 
be sold at pro-rata the Impact Plan rate. 

ID's — 50% applicable minute rate. ID's may not be combined with other broad- 
cast service for the purpose of establishing frequency on either the ID's or the 
other broadcast service. 


5 minute newscasts 

6-9 1M; 

4-7 PM 




ft weekl; 

. 1 



Less thai 

i 6 

9 AM - 4 


Mon thru Sat 

weekly, 1 per day 
Less than 6 

After 7 PM, Mon thru Sat; 
(> weekly, 1 per day 




Rate card above is used by southern station repped by John Blair, who has pioneered simpli- 
fied cards. About two dozen Blair radio stations use a card with a format almost identical to it 

dear to agencies what station man 
should be contacted," he said. "I ad- 
mit that for some of our stations it's 
confusing. Some of our -stations list 
two or three sales executives. Now, 
how do you know which one is the 
guy to talk to?" 

The spot sales executive doesn't un- 

derestimate the problem of simplifying 

,rds. The study currently un- 

derwa) is to determine just how much 

simplification is practical. Some areas, 

however, Sugg points out, are due for 
obvious overhaul. 

He feels, for one thing, that, except 
possibly for the west coast, there 
should be uniform definition of time 
classifications for his o&o's. He also 
fails to see the sense of having, for 
example, 260-time discounts for hour 
and half-hour periods. "Who uses five 
hours or half-hours a week on one 
station in spot tv?" he asked. 

The Blair Tv discussions regarding 

rate card changes came out of a con- 
viction that the frequency discounts 
are becoming outmoded and are no 
longer an effective selling tool in spot. 

This conviction is shared by some 
other reps, too, and, as a matter of 
fact, there appears to be the begin- 
ning of a trend toward a flat rate card. 
This would not affect the packages but 
would provide discounts based only 
on the length of the contract. The 
most commonly discussed figure is 
20% off for 52 weeks of consecutive 
advertising, though there has also 
been talk of 13- and 26-week dis- 

Some stations already offer 20% 
for a year's advertising. CBS o&o's 
offer it and allow it to be applied 
against packages, too. In the latter 
instance, the discount is applied 
against the net price for the package. 
For example, a 12-Plan allows a 45% 
discount so that, say, $10,000 of gross 
time is sold for $5,500. The 20% is 
then applied against the $5,500 — not 
the $10,000 — so the net comes to $4,- 

Other criticisms of frequency dis- 
counts (sometimes called the "basic" 
rate card though package discounts 
are usually the basic buy for daytime 
advertising) are that they are cumber- 
some and impractical. Advertisers, it 
is said, often don't know in advance 
how much frequency they will use. 
Most important is the feeling that it 
provides no incentive for clients since 
they will not buy more time just to 
get into the next discount bracket. 

Some reps are not particularly san- 
guine about the ease of cutting through 
the tangle of discounts and packages 
now published. 

Said one veteran rep : "The underly- 
ing problem is the fluctuations of rat- 
ings within one time classification. It's 
difficult to establish a rate equally 
saleable throughout the day from 9:00 
a.m. to 6:00 p.m. That's why we have 
these discount plans in addition to the 
frequency discounts. Complicated rates 
are basically an effort to equalize the 
rost-per- 1,000 for all time periods. 

"I don't know what you can do 
about that. If a station has a hard 
time selling a certain time period, he's 
going to make allowances in his price. 
You can't expect him to let time go un- 
sold — time which he can never re- 
cover — just to keep the rate card sim- 
ple. This doesn't only apply to time 
It applies to types of an- 
(Please turn to page 70) 

SPONSOR • 10 MAY 1958 

Spot radio — Progress after dark 

^ The process of popularizing nighttime radio to ad 
clients is a slow operation but it is getting results 
^ Here's a status report along with thoughts on pro- 
graming and some high-power ammo for selling night 

By Bill Miksch 

F%lthough radio advertisers are not 
exactly rushing back into nighttime 
radio, the fear of the dark that afflict- 
ed them since tv's advent seems to be 
dissipating. Between 10% and 20% 
of national spot radio business now 
rides at night — an improvement over 
two years ago when the period was 
nearly virginal. 

This became apparent last year as 
national clients long absent from the 
night radio scene came trickling back. 
So far this year, the pattern continues. 
The problem now facing the broad- 
cast-advertising industry is to step up 
the tempo of the comeback which pres- 
ently seems somewhat tortoise-paced. 

This could be accomplished in short 
order if just one major national ac- 
count suddenly moved into nighttime 
radio, dominated it with a saturation 
campaign and then publicized its suc- 
cesses. At that point night spot radio 
would become as sought after as 
Sophia Loren at a stag smoker. 

But until this happens, the process 
of popularizing night radio will have 
to be a gradual, step-by-painful-step 

In this pursuit much has been done; 
much remains to be done. Here is a 
rundown on thinking in advertising 
and broadcasting circles and what 
reps and stations are doing to influence 
thinking in favor of nighttime spot. 

• Advertiser interest: "The favor- 
able reaction among clients to night- 
time radio," says Dick O'Connell, head 
of Richard O'Connell Co., "is not over- 
whelming, but there is definitely more 
interest being evidenced." 
- Says Sam Vitt, media supervisor at 
Doherty, Clifford, Steers & Shenfield 
Agency: "In general, there seems to be 
more interest among advertisers in 
nighttime radio mostly because the 
sellers are doing more to promote it 
both through rate adjustments and 
coming up with fresh audience data." 

10 may 1958 

Jim Eshleman, sales manager in ra- 
dio for Edward Petry Co., says, "Prac- 
tically all accounts that are buying 
heavy schedules and aren't hitting spe- 
cifically at housewife audiences in day- 
time are taking night slots along with 
day. It seems nighttime radio's long- 
term barriers are gradually being 
broken down." 

None of these comments, however 
heartening, implies that nighttime spot 
radio is getting a big play. Much of 
the business that comes in for after 7 
p.m. slotting is due in large measure to 
( 1 ) overflow from saturation sched- 
ules in the daytime; (2) combination 
day and night rates that make the 
whole package an attractive buy; (3) 
lower nighttime rates; (4 I an aim by 
the client to catch audiences at all 
hours with a scatter-load shot. 

Nighttime formats 

• Nighttime programing: Many 
stations are revamping night formats 
in an effort to attract advertisers with 
the argument of "important" program- 
ing. Many others aren't; indeed there 
are some who have thought so little 
of their own chances of selling night- 
time at all that they have never even 
revised rate cards in those hours since 
pre-tv days — still listing night as "A" 

"There doesn't seem to be much now 
to distinguish night from day radio 
programing," says Dick Pickett, Foote, 
Cone & Belding media man. "Radio 
stations will have to prove their audi- 
ences both in quality and quantity to 
attract more business at night, and 
probably the best way they can do that 
is through intelligent programing well- 
promoted. Such a pattern — as distin- 
guished from background music and 
news — might bring in quality audi- 

Pickett's thinking is reflected by 
many other broadcasters and admen. 
"Programing and promotion are the 
twin prongs which will jolt national 

Sam Vitt (Doherty, Clifford, Steers & Shen- 
field) : "Action type shows attract attention" 



Dick Pickett (Foote, Cone & Belding) : "In- 
telligent programing well promoted may help" 

Dick O'Connell (Richard O'Connell Co.) : 
"Depending on market, more sweet music" 

Working women who 

become night bonus 

(CBS Radio Spot study) 

Following is a percentage break- 
down of working women 11 years 
and older in the 14 markets of 
CBS Radio Spot Sales. Percent- 
ages represent a potential bonus 
Uatenership available at night as 
they listen to radio ivhile catching 
up on homemaking, (They're 
also a radio bonus on weekends.) 
Market % Working Women 

Chicago 34% 

St. Louis 26 

Minneapolis-St. Paul 36 

Salt Lake 28 

Los Angele9 30 

San Francisco 37 

Boston 31 

Charlotte 39 

Richmond 30 

Washington 46 

Jacksonville 32 

New York (5 boroughs) 32 

Portland 32* 

Philadelphia 30 
Sou rce: tj.s. Census of Popu i ation) 1950. 
* Working married women — newspaper es- 

spot advertisers out of their lukewarm 
acceptance of nighttime radio," says 
Paul R. Weeks, v. p. and partner of 
H-R Representatives, Inc. "Creative, 
incisive programing, geared to make 
full use of radio's intimacy and image- 
ry transfer to build even higher night- 
time audiences, and promotion to edu- 
cate the advertisers that, even now, as 
main as 10' i more families can be 
reached at night than in 'prime' morn- 
ing hours for the same expenditure — 
both these things are needed." 

\\ hat form might such programing 
take? Views on this are diverse. 

DCS&S's Sam Vitt feels there is evi- 
dence that detective or other action 
type shows attract a good attentive 
audience, believes that such stanzas 
offer a still greater potential, bases the 
belief on Nielsen data on audiences 
for such programing. At the same 
time, Vitt sees many stations appar- 
tiill\ successful with extending their 
daytime music and news operations 
throughout the evening hours. 

Dick O'Connell advises many of his 
stations, depending on the markets, to 
do more sweet music and news. In 
the news category he frequently recom- 
mends the same coverage at night as is 
given daytime audiences. 

Many of the John Blair Co. stations 
have found nighttime success with the 
Open Line format. The Open Line is 
a moderator-panel discussion with lis- 
teners phoning in their own comments 
and suggestions, had its start on Storz 
station WQAM, Miami, with Allan 
Courtney, local personality, conduct- 
ing it. 

Another type of programing that 
enjoys current success is the Night 
Beat format as represented by WSB, 
Atlanta, and which is a sort of pot- 
purri of interviews, community doings 
many of which are picked up remote 
from the city's streets. 

Grand Ole Opry, hill-billy music 
nighttime stanza on WSM, Nashville, 
attracted Ted Bates agency for its 
Standard Brands products. Now JWT 
has also gone in on the same show 
with its Standard Brands line. 

Offbeat formats 

These two examples are by no means 
the limits of creative radio program- 
ing at night. Newscasts, sportscasts, 
country music, classical music and a 
wide variety of fare indicates a trend 
toward more thought in after-dark pro- 
graming. One thing seems to recur: 
"off-beat" formats are frequently the 
most discussed among listeners. They 
may be the road back for nighttime 

Rates: A realistic reappraisal of 
nighttime rates by many stations has 
certainly played some part in the win- 
ning back of advertisers. Packages 
and combination day and night plans 
also have proved a stimulant. Night 
rates, in general, are presently running 
about 60% of daytime rates. 

When a night-day combination pack- 
age is set up it offers the advertiser a 
chance for "dollar-averaging" where 
cost-per-1,000 is concerned. As a re- 
sult it has been responsible for many 
commercials for national products at 

Adam Young Co. recently instituted 
a new package called the "Day-Night 
Plan" where half the announcements 
run in daytime, the other half at night 
at about 50% less. Several national 
advertisers including Vaseline Hair 
Tonic and Bristol Myers have bought 
into it. 

In Boston, last month, WHDH initi- 
ated its "Around-The-Clock Plan." 
This consists of 24 one-minute spots to 
be broadcast during a seven-day pe- 
riod, each of the announcements to 
be scheduled in a different hour of the 
24-hour clock. Depending on avail- 
ability, all 24 spots could be broadcast 
during one 24-hour period. The plan 
is limited to 10 plans per week, may be 
purchased from one to five plans per 
week for from one to 52 weeks. Cost 
per plan is $525. 

Research: With all the research 
and evidence of a large nighttime ra- 
dio audience that has been turned up 
in the past year, it is hard to under- 
stand why more advertisers aren't spe- 
cifically asking for nighttime slots in- 
stead of simply accepting them. Per- 
haps the answer lies partially in the 
comment by Ray Henzy, vice president 
in charge of radio for John E. Pearson 
Co. "If it's sold hard enough," says 
Henzy, "advertisers may appreciate the 
potential of spot radio at night. It 
hasn't been promoted hard enough." 

Here are some facts and figures 
from various sources all bolstering the 
case for nighttime spot radio. 

The chart on working women (top 
left), prepared from U. S. Census ma- 
terial by CBS Radio Spot Sales, gives 
a good picture of the distaff audience 
available to radio at night while they 
catch up in their homemaking chores. 
These women are not so available dur- 
ing the day, however. When they do 
return from work, it is also reasonable 
to suppose that they do not all settle 
down to tv, but rather do their laun- 
dering, ironing or primping up for a 
later evening date to the accompani- 
ment of radio. 

Multiple-set homes 

Since radio has become such a per- 
sonal companion, the multiple-set home 
is far from a rarity. Indeed, sets are 
located in bedrooms, kitchens, dens, 
dining rooms and very frequently in 
the home workshops in the basements. 
The importance of the latter location, 
from a standpoint of catching the man 
of the house indulging in some "how- 
to" hobby is evident in the growth of 
this hobby. In 1946, the U. S. De- 
partment of Commerce reports 6 mil- 
lion "do-it-yourself" units (portable 
tools, grinders, drills, sanders, ets.) 
were sold to American males. Within 
seven years, retail sales of such tools 
rocketed to 95 million annually. The 
husband tinkering at the workbench is 

SPONSOR • 10 MAY 1958 

hardly a video viewer, but he is often 
a radio listener. 

A memo last month from Edward G. 
O'Berst to the CBS Radio Spot Sales 
salesmen on the subject of nighttime 
circulation had this to say: "Since 
many of our current advertisers are 
scheduling announcements on a run of 
schedule basis and are required to 
take nighttime spots I feel that the 
strength of our stations at night, as 
shown in the attached tables, highlight 
the fact that nighttime radio on our 
CBS stations is a good buy. The ta- 
bles mentioned include weekly percent 
circulation for December 1957 CPA 
for seven markets (New York, Chi- 
cago, Los Angeles, Boston, Philadel- 
phia, St. Louis, San Francisco) and 
weekly station total circulation based 
on NCS #2 for four markets (Char- 
lotte, Richmond, Minneapolis-St. Paul, 
Salt Lake City). The weekly percent 
circulation tables contrast the CBS 
station homes reached between 6 p.m. 
and 6 a.m. with 6 a.m. to noon for 
competing outlets. The weekly sta- 
tion totals also contrast total homes 
reached by the CBS outlet at night 
with those delivered in the daytime by 
competitors. The delivery strength of 
the CBS stations at night is impressive 
in all cases and deserves careful study 
by any client who is still hesitant about 
nighttime radio. 

A. C. Nielsen sets-in-use figures have 
shown that practically any night from 
Monday through Friday at 8 p.m. 
more than 4 million homes are tuned 
to radio plus about 1.5 million cars 
(with an average of about two listen- 
{Please turn to page 72) 


• Nielsen sets-in-use figures show 
that practically any week night at 
8 p.m. more than 4 million homes 
are tuned to radio plus about 1.5 
million cars • RAB discloses that 
63.4% of all U.S. families listen 
to radio at home at night • A 
three-market (New York, Chicago, 
San Francisco) study by NBC Ra- 
dio Spot Sales and The Pulse 
showed that on such counts as car 
ownership, tv ownership, educa- 
tion, socio-economic level, age and 
family size the night radio audi- 
ence is equal to the day radio 
audience, scotching old fear that 
listeners at night are inferior. 

Mapping promotion plans are, (l.-r.) : Herman Maxwell, WRCA sales director; Noris Donlon, 
Macy's Jamaica manager; Lewis Wolff, Force, Inc.; Wm. Kreitner and Chuck LeMieux, WRCA 


^JJctober 1956 was a black month 
for merchants of Jamaica, a section of 
Queens, one of New York's five bor- 
oughs. Jamaica ranks third in retail 
areas of metropolitan New York, but 
borders on Nassau county — where, in 
October 1956 three spanking new huge 
shopping centers suddenly sprang up. 

Business along Jamaica Avenue 
plummeted overnight. Not only did 
Nassauites stop coming, but Jamaica 
residents deserted their own section. 

A small group of Jamaica merchants 
met to work out a counter-offensive. 
The group called itself the Merchants' 
Bureau of the Jamaica Chamber of 
Commerce. Noris Donlon, manager of 
Macy's Jamaica, was named chairman, 
to be assisted by Harold Merhan, vice- 
president of sales for Gertz Depart- 
ment Store. 

Remembering that Paterson, N. J., 
had solved a similar problem with a 
joint radio promotion, the group called 
in the architect of that campaign, 
Lewis Wolff, president of Force, Inc., 
a Paterson advertising agency. 

Wolff outlined a program that called 
for contributions from all merchants 
to create a fund to promote Jamaica 
as a retail center via radio. 

The Merchants' Bureau signed up 
participants for a half-year on a con- 
tribution basis of 1/10 of 1% of gross 
sales. Wolff called in Chuck LeMieux, 
account executive and Arthur Hamil- 
ton, manager, of station WRCA, NBC's 
flagship in New York. The trio 
planned a spot spectacular opener for 
early October: 50 one-minute commer- 
cials for one week. A quick sampling 
of Jamaica shoppers showed that most 

of the people who heard these com- 
mercials were shopping on weekends. 

The next phase went on with 10 
one-minute spots — but all on Friday. 
Results were apparent after the first 
week. Based on this a pre-Christmas 
campaign of 50 one-minute spots a 
week for four weeks was set. 

Early in January, when the Mer- 
chants' Bureau went looking for re- 
subscribers to the promotion, the re- 
sults were documented. Not only did 
the charter members come back, but 
additional merchants signed up. 

Another spectacular came the first 
week in March called "Salute to Ja- 
maica." That week some 65 spots plus 
100 or more mentions during pro- 
grams appeared on WRCA. 

The campaign, budgeted in excess 
of $125,000, is now scheduled to run 
throughout the year. It will consist of 
seasonal promotions as well as special 
sales days called "Jamaica Days." The 
campaign is predominantly radio, of 
which about 90% goes to WRCA. 

"An intensive radio promotion of 
this type is valuable," Wolff notes, 
"not as an entity, but as a pilot with 
which local merchants can coordinate 
their own advertising and promotion. 
Our idea is to bring shoppers to Ja- 
maica ; we leave it to the retailer to get 
the shopper into his store." 

Has it been successful so far? "No 
question," reports Donlon. "The new 
shopping center competition coupled 
with the business downturn, should 
have produced a decrease in sales. In- 
stead of that, the majority of our 
stores have lifted their volume above 
that of last year." ^ 


Network Alone vs. Network Plus Spot 


ALL 6 

PR06RAMS 4 ' 



I^lRC Spot Sales is offering free re- 
search to buttress its claim that a tv 
spot schedule can add a hefty number 
of viewers to a network advertiser's 
local audience. 

The offer resulted from a special 
study A. C. Nielsen did for the rep 
firm. Any network tv client can quali- 
fy for the free research and the rep 
points out there is no charge or obli- 
gation. However, the research must 
be confined to New York. Chicago or 
Los \ngeles. 

The special Nielsen study was made 
in New York. Six programs were cho- 
sen, two from each network (sec chart 
above), including high-rated and low- 
rated shows. Next, a schedule of 14 
20-second announcements, based on 
December WRCA-TA availabilities, 
were measured. The schedule was coi i- 
posed ol In announcements during the 
day, two on the weekend and two in 
the late evening hour-. 

On the average, it was found the 
Bpol schedule added ir.l' , to size ol 

the network audience oxer one week 

in terms of unduplicated homes. The 
average network rating came to 23.7% 
of New York area homes. With the 
spot schedule added, the homes- 
reached figure rose to 60.2$ on the 

The study also showed, said Thomas 
B. McFadden, vice president in charge 
of NBC Spot Sales, that the addition of 
a spot schedule did not upset the audi- 
ence composition balance. 

The average audience composition to 
the six network shows broke down as 
follows: men, 33%; women, 41%; 
teen-agers. 12%; children, 14%. The 
spot schedule reached an audience di- 
vided as follows: men. 'A2' < : women, 
46$ ! teen-agers. 9% : children. 13%. 

I he study went into cost efficiency 
also. It was found that in a single 
week the six programs delivered, on 
the average, 155 different homes per 
dollar spent. The spot schedule would 
have delivered 186 additional new 

li tnes l"i everj dollar spent. Over 
four weeks, the net shows added homes 
at the rate of 51 per dollar spent. ^ 


^™ven more than in the past, the new 
trends in food and drug packaging this 
year will dictate use of television : 

During the first days of May, as 
Lever Bros, (through FC&B) geared 
for test-marketing its new "push-but- 
ton" Pepsodent toothpaste, a major 
packaging revolution was getting un- 
der way. 

These are the developments that 
make packaging "tv's best salesman 

• Packaging has become an impor- 
tant advertisable product difference in 
some of the most competitive food and 
drug lines. For instance, dentifrices, 
which fought the battles of chlorophyll, 
ammoniating, among others, found a 
new battlefield in packaging this year. 

It started in October 1957, when 
Ipana Plus in its new squeeze bottle 
was introduced primarily on spot and 
network tv (through DCSS). By Jan- 
uary, Colgate Ribbon Dental Cream 
was fighting back with a new aerosol 
container, also advertised principally 
on tv (through Ted Bates) because of 
its "easily demonstrable action fea- 
ture." Currently both Bristol-Myers 
and Lever Bros, are planning to coun- 
ter with "push-button" entries of their 

"This is the year of new packages 
in dentifrices. But despite these inno- 
vations, we expect that the bulk of 
sales by year-end will still be in tubes." 
says John Kennedy. Bristol-Myers ad- 
vertising supervisor. "These packag- 
ing changes are an intrinsic part of the 

v's best salesman yet ! 

^ The race for new food and drug package gimmicks is 
on. Impact of tv makes new package obsolete much faster 

^ Dentifrices are fighting the battle of push-button con- 
tainers on tv. New package trend will spread to foods too 

continuous search for advertisable dif- 

• Aerosol containers, spray bottles 
and plastic squeeze packaging have 
made only a dent in food packaging to 
date. The move toward it is expected 
to accelerate during the next year, as 
the food giants decide to use blitz- 
krieg tactics on previously small-sale 
items in their line. 

"We're now in the process of plan- 
ning a spray container for seasoning,'' 
the advertising v.p. of a giant food 
manufacturer told SPONSOR. "Such 
packaging innovations are one way to 
take a prosaic product and give it an 
exciting tv personality. Many packag- 
ing decisions we make are influenced 
by the medium we intend to use to 
advertise it." 

• Tv creates faster acceptance and 
faster obsolescence of new package de- 
vices. In many ways, tv has actually 
made packaging into a Frankenstein, 
forcing food and drug manufacturers 
into more variations of the same prod- 
uct for competitive reasons. 

"Tv eats up new products as fast as 
it does new performers," says Edward 
H. Sonnecken, executive v.p. and gen- 
eral manager of the Market Planning 
Corp. "It can speed up national dis- 

tribution and instant recognition of 
new packages on supermarket shelves 
more than any other medium. But at 
the same time, it is a factor in the 
segmentation of the market. Consum- 
ers are convenience-conscious. They've 
come to expect a choice not just of 
brands but of packaging. And, just as 
tv made new-product introduction a 
faster process, it has virtually forced 
manufacturers into variations on a 

This segmentation of the market is 
beginning to arouse some kicks on the 
retailer level. Supermarket operators 
now need to make shelf room not only 
for five brands of the same product, 
but for some three or four variations 
within each brand. 

"It doesn't alter the over-all volume 
we do per brand, but it doubles and 
even triples the amount of space we 
have to give a type of commodity," 
says the manager of a 40-store south- 
ern chain. 

• The high cost of new convenience- 
packaging forces use of tv for rapid 
national distribution. In most in- 
stances, manufacturers realize from the 
start that the new packaging device will 
only appeal to a fraction of the con- 
sumers per market. Therefore, the only 

way to amortize the cost of repackag- 
ing is rapid national distribution. 

"Package gimmicks are the big deal 
today. Tv is the medium that puts 
them over. But generally these pack- 
age innovations, while costly, onlv 
fragment the total market." says C&W 
v.p. and Colgate account supervisor 
Wally Drew. 

• New packaging is becoming an 
increasingly important boon to spot tv. 
In several instances, it has promoted 
new uses of the medium. 

Bristol-Myers and Revlon are two 
advertisers who tend to make new 
packages national from the start by- 
using their network tv vehicles, but 
use spot tv for additional impact in 
major markets. 

For its Ipana Plus, Bristol-Myers 
tried an experiment and did it success- 
fully: It used a short-term ID cam- 
paign to put over Ipana Plus. 

"The technique worked beautifully 
for us," says John Kennedy. "Sales 
reflected a good knowledge of our new 
package story. And, since ID's were 
the primary effort we used in the intro. 
ductory campaign, we can assume that 
they did the job. When we go to an 
aerosol container, we may use the same 
technique again — providing our pack- 
aging story is as clearly and easily 

The extent of Ipana Plus' spot tv 
campaign: 2.150 prime-time ID's in 
over 100 markets during three weeks, 
with frequency ranging from four to 
20 announcements weekly. 

Bristol-Myers' successful use of ID's 
to introduce a new packaging concept 
may set the pace for advertising the 
avalanche of new packaging gimmicks 
anticipated in the drug and food fields 
during the next few months. ^ 

John Kennedy of Bristol-Myers 

Avalanche of new packaging fragments brand market, causes problem of overcrowded shelves 

SPONSOR • 10 MAY 1958 


Rate your advertising I. Q. in . . . 

This questionnaire on advertising agencies is the second in a series of "fun" quizzes to help you test your general knowl- 
edge in all phases of air media advertising. If you read SPONSOR regularly, these quizzes should be fairly easy, since the 
answers to the questions have, in most cases, appeared previously in print. Answers and scoring appear on page 36. 
Good luck with this challenge to your advertising l.Q. — and watch those trick questions. 

1 ) The American Association of Advertising Agencies was 
established in: 


a. 1917 




2) The two agencies which handled the 1956 Republican 
and Democratic presidential campaigns were: 

a. BBDO and Y&R c. NC&K and Y&R 

b. JWT and BBDO d. BBDO and NC&K 

3) The 4A"s was founded with a membership of nearly 100 
agencies. Today 4A's membership numbers approximately: 
a. 200 b. 330 c. 420 d. 1,500 

4) The top three agencies in 1957 air billings were: 

a. JWT, Y&R, BBDO c. McCann, Y&R, JWT 

b. McCann, Y&R, BBDO d. Y&R, JWT, B&B 

5) The top-level advertising and marketing executives en- 
gaged by the 4A's to do a study of agency services is: 

a. Prof. Albert Frey c. Charles Mortimer 

b. Clarence Eldridge d. Emerson Foote 

6) The father of Mc-E's Marion Harper was a partner in: 

a. Lord \ Thomas C. J. Walter Thompson 

b. The Blackman Co. d. Sherman & Marquette 

7) The 15% agency commission system was no longer 
binding on 4A members after they filed a: 

a. consent decree c. dissent decree 

b. retraction d. nolo contendere 

B) One '>f these air-media agencies operates its media de- 
partment with all-media buyers: 
a. BBDO I.. Y&R c. JWT d. B&B 

9) The biggest spot tv and radio agency in 1957 was: 

a. J.W.T. 1.. Y&R c. B&B d. Ted Bates 

10) I he ricuh -i-lii ted chairman <>f the lA's is: 
,i. Fred Gamble c. Norman Strouse 

b. Mel Brorb) d. J. Davis Danforth 

11)1 In- \ iennese |i-\ i hologist made motivational research 
part of agenc) sin ce, i- now with McCann-Erickson: 

a. Dr. Dichter c. Dr. Sulzbergei 

b. Dr. Lazarsfeld d. Dr. llerzog 

12) This agenc) head specialized in research: 

a. Bart Cummings. Compton c. Bill Lewis, K&E 

b. Adolph Toigo, L&N d. Norman Strouse, J.W.T. 

13) The ad agency with the largest number of overseas 
branches bearing its own name is: 

a. Grant b. Y&R c. JWT d. BBDO 

14) One agency, not headquartered in New York, has be- 
come known for its humorous tv commercials. It is: 

a. Gardner b. Campbell-Ewald c. GB&B d. Tracy-Locke 

15) Once an employee, Pat Weaver now works with them: 
a. JWT b. Y&R c. BBDO d. B&B 

16) An agency that recently acquired its first major auto- 
mobile account is: 

a. Compton b. Burnett c. C&W d. Ted Bates 

17) Which of these agencies does not include any of the 
original management? 

a. Bryan Houston c. Cunningham & Walsh 

b. Leo Burnett d. Compton 

18) Which two of these agencies have tv/radio directors 
who were well-known performers in their own right? 

a. Y&R and BBDO c. C&W and FC&B 

b. JWT and B&B d. JWT and FC&B 

19) Which agency group is located in the following cities: 
Dallas, New Orleans, Detroit, Chicago and San Francisco? 

a. Tracy-Locke, Fitzgerald, c. Gardner, Botsford - Con- 
Campbell-Mithun, FC&B, stantine, Campbell-Ewald, 
Gardner FC&B, GB&B 

b. Tracy-Locke, Fitzgerald, d. Fitzgerald, Tracy-Locke, 
Campbell-Ewald, Burnett, Campbell-Mithun, Burnett, 
GB&B Grant 

20) Mc-E's pr and marketing services are called: 

a. Market Planning Corp. c. Sales and Merchandising 
and Communications, Inc. Corp. and McCann Pub- 
lic Relations, Inc. 

b. National Market Service d. Marketing Counselors, 
and CCI and Communications, Inc. 

Summer tv billings 
run behind sales 

. . . gasoline sales were 26.7% of 
the year's total, while tv spot bill- 
ing was only 22.8%. 

. . . sales of household appliances 
were 24.9%; tv spot, 15.9%. 

. . . sales for lumber, building and 
hardware materials were 28.2% ; 
tv spot, 19.8%. 

. . . sales for apparel were 23.1 % ; 
tv spot, 18.0%. 

. . . sales for food were 25.8% ; 
tv spot, only 18.4%. 

. . . total retail sales were 25.4% ; 
tv spot, only 20.7%. 

Spot tv— the good new summertime 

^ Myth of a "summer slump" is challenged in a new 
spot tv presentation by H-R Reps showing exact opposite 

^ Retail sales in August are higher than in any month 
except December; it's also the best month for food sales 

I he persisting myth of the "summer 
sales slump" got some further explod- 
ing this week. In a 24-page presenta- 
tion aimed at television advertisers, 
the station representative firm of H-R 
Television detonated the charge with 
facts and figures showing that in vir- 
tually every major product category 
the summer quarter exceeds the first 
quarter in retail sales, equals second 
quarter sales and is not too far below 
the acme of the last quarter. 

Here are some surprising highlights 
from this new piece of research: 

• Retail sales in August are higher 
than for any month except December. 

• More durable goods are sold in 
July than in December. 

• August is the year's best month 
for food sales. 

• For non-durable goods, August is 
exceeded only by November and De- 

• July is the best month for gaso- 
line sales, with August slightly behind. 

SPONSOR • 10 MAY 1958 

• Sales of household appliances, 
automotive, hardware, grocery and 
drug store products are higher in the 
summer than their average for the 
other three quarters. 

"Everything has changed in the sum- 
mertime except certain traditional 
timebuying practices," points out 
Frank Pellegrin, H-R vice president 
and partner, who directed the research 
and production of the study. 

The traditional timebuying practices 
referred to are the frequent client cut- 
back of television schedules during the 
warm weather months. This has usu- 
ally been done on the grounds that 
either business or summer viewing is 
off. Both these reasons are worked 
over in the study, are shown to be fal- 
lacious. The traditional concept of "the 
seasonal hill-and-valley" is dispelled. 

For example, the prediction is made 
that the volume of viewing this sum- 
mer will outstrip the seasonal (October 
through June) peak viewership of two 

years ago, that home hours of viewing 
during an average day this summer 
will top 190 million. 

The sources from which H-R has 
drawn its data include U. S. Depart- 
ment of Commerce, A. C. Nielsen Co., 
Television Bureau of Advertising, Leo 
Burnett Agency research department, 
N. C. Rorabaugh, American Research 
Bureau — even The Saturday Evening 

Yet despite all the evidence, some 
advertisers that still cling to their pat- 
tern of buying in previous years will 
miss the boat. The chart at the be- 
ginning of this article points up the 
ironic pattern of buying less when sales 
are more. Last year, when gasoline 
sales were 26.7% of the year's total, 
gasoline clients were in spot tv with 
only 22.8% of their budgets. Manu- 
facturers of household appliances were 
billing only 15.9% in spot tv last sum- 
mer although retail sales were 24.9% 
of the year's total. 

In the face of healthy retail buying, 
accounts still persisted in letting their 
summer investment in tv advertising 
lag behind. Total retail sales during 
last summer were 25.4% of the year's 
total, yet spot tv billing during the 
same quarter ran to only 20.7%. 

One of the major misconceptions 
that affects summer tv advertising is 

the long-held belief that everybody is 
awa\ on vacations, so win bother? 

The fact is that only approximately 
two out of three families with annual 
incomes of $5,000 and over travel on 
their vacations; of families under this 
income bracket, only about half leave 
home for their "two glorious weeks 
v ith pax ." 

During an average week in the sum- 
mer of 1958, onlj 2', of the approxi- 
mately 43 million tv families will be 
awa) from home for vacations (about 
870,000 families). During the other 
seasons. 0.7% tv families will be vaca- 
tioning away from home, an average 
per week of' 298.000 families. So the 
summertime potential "net loss" due to 
vacation trips is 1.39c — only 573,000 
families throughout the entire countrv. 

Of these 573.000 families who play 
L'\|)s\ for two weeks, how many are 
actually lost as tv viewers? This is an- 
other point the H-R presentation em- 
phasizes. "Vacationers are rarely out 
of reach of a tv screen," it points out. 
According to The Pulse, Inc., about 
50', of vacationing families regularly 
watch tv. Hotels, motels, summer cot- 
tages have tv sets. Bars and restau- 
rants that don't have tv are few and 
far between. And the fact most often 
lost sight of is that a great many fami- 
lies that do go away from their own 
homes simply move into somebody 

This summer, daily home-hours of viewing 
may hit 190 million, topping Oct. '55-June '56 

else's. They go back to their home 
towns, back to the farm to visit rela- 
tives or friends and there they meet up 
once again with the familiar set in the 
living room. 

According to Advertest Research, 
Inc.. there is someone at home on the 
average summer day in 97 out of 100 

For the advertiser who still hesi- 
tates to invest in summer spot tv in 
the face of the foregoing evidence, the 
study goes still deeper — into the realm 
of cost-per-1,000. In several time seg- 

ments, spot tv offers better cost effi- 
ciency in the summer than in peak 
winter months, based on sets-in-use 

ARB research shows that housewife 
viewing in the period from noon to 5 
p.m. has more sets-in-use in July than 
in February. 

A TvB analysis of the top 100 mar- 
kets demonstrates that a Monday 
through Friday schedule in the 11:30 
p.m. to sign-off time slot ( local in each 
city has a better cost-per-1,000 during 
July than in the month of February). 

Also brought to light is the fact that 
consistent spot advertisers who con- 
tinue schedules throughout summer 
months fall heir to the 52- week dis- 
counts offered by most stations, thus 
realizing substantial savings. Case his- 
tories of such accounts are mentioned. 
For example, in Memphis, an adver- 
tiser saved 21 c i on each summer tv 
spot by extending a daytime five-plan 
from 39 to 52 weeks. In Boston, a cli- 
ent extended a prime nighttime sched- 
ule from 39 to 52 weeks and saved, 
through discounts, 40% on each sum- 
mer announcement. 

Research for the presentation took 
up the full time of two staff members 
for several weeks, and was written by 
H-R's Don Softness. Many copies are 
already in the mails, but others are 
available from H-R on request. ^ 

Answers to agency I. Q. quiz 

1 ) a. The 4A's celebrates its 41st an- 
niversary this year. 

2) (1. So you thought it was Leonard 
Hall and Paul Butler, eh? 

3) b. At sponsor's presstime there 
were 333, though numbers fluctuate. 

4) c. SPONSOR listing of top 50 air 
agencies, 30 November 1957 issue. 

5) b. His survey was initiated in 
1057. when Prof. Frey's study of agen- 
i \ services neared completion. 

6) b. Compton elder statesmen recall 
a summer in the early 30's, when Mar- 
ion Harper. Jr., then in college, got his 
firsl agencj job with the Blackman Co. 

7) a. or d., depending upon whether 
you like \ours in T.atin or Fnglish. 

8) h. Just ask tl. 

9) d. 20.000 little filters are bound 
to add up! 

10) d. J. Davis Danforth was elected 
at Greenbrier on 21 \|»iil. 

11) d. Ach, how I'm mit Weltschmerz 
overkum! Vy did you change brands, 

12) b. He was head of research at 
William Esty prior to moving over to 
Lennen & Newell. Cousin John Toigo 
was then creative director at Biow. 

13) a. A one-agency promotion for 
air travel. 

14) c. They also like to be known as 
Grits. Bagles & Borscht! 

15) b. As consultant to Kaiser Alu- 
minum, Weaver again works with Y&R. 

16) b. They weren't the only ones 
pitching . . . but. they got it. 

17) d. Not one of the three original 
partners — Mead, Compton and Frazier 
— is with the agency today. 

18) d. Danny Seymour was a big ra- 
dio name and FC&B's Roger Pryor 
pops up on the t\ screen in pre-1948 

19) b. There's big money in those 
names. The five shops combined will 
bill some $150 million in 1958 (spon- 
sor estimate). 

20) a. Both services are available to 
McCann clients (and others) for a fee. 


Score five points for each 
question you answered cor- 
rectly. Here's how you rate: 
85 to 100 

You're an authority on advertis- 
ing agencies, and can get a joh 
tomorrow as an advertising agen- 
cy consultant. 

You know agencies pretty well, 
and you probahly read sponsor 

55 to 65 

Better study up. if you hope to 
make the agency field your ca- 

50 or less 

Let's face it — you're living in 
another world. Get yourself back 
into orbit. 

Checking frankfurter commercial storybo 
Hicks, Jr., acct. supervisor, Arthur C. Ma: 

i are, (1. to r.) Harry L. 
, copy chief and Edward 

Ricchiuto, acct. exec, of Hicks & Greist; and Stahl-Meyer's Frank 
Guthrie, sales manager and Alexander Hoedt, advertising manager 

Why Stahl-Meyer banks on air media 

^ In a campaign that's unusual for a meat packer, Stahl- 
Meyer puts a majority of its ad budget into tv and radio 

^ This technique not only maintains brand identity, but 
permits use of a flexible schedule to promote seasonal sales 

'hould an advertiser with two brand 
labels — one competitively priced, the 
other premium - priced — match the 
higher-priced line with the higher- 
priced medium, tv? 

Confronted with this situation Stahl- 
Meyer, New York meat packer, took 
an opposite tack: For its competitively- 
priced line of frankfurters, packed un- 
der its own name, the company uses 
tv heavily. For its higher priced line 
of canned, boneless hickory-smoked 
hams and bacon, packed under the 
name Ferris, the company runs an ex- 
tensive radio campaign. 

Both campaigns run simultaneously 
in the metropolitan New York market 
and in a few adjoining markets. Both 
are continuous throughout the year, 
peaking for seasonal promotions, re- 
turning to a reminder base in between. 

Stahl-Meyer is not numbered among 
the largest meat packers, though its 
distribution and acceptance belie its 
dollar volume. Last year its total sales 
volume was about $20,000,000. This 

year it expects a slight gain — ap- 
proaching $22,000,000. 

It is. at the same time, an old-line 
company, particularly for the meat 
business. The founding firm, E. W. 
Burr, was a pre-Civil war packer of 
barreled beef. The subsequent Stahl- 
Meyer company bought the F. A. Fer- 
ris Co. founded in 1836 and believed 
to be one of the first meat brands, 
possibly the oldest still in existence. 
S-M now operates Ferris as a wholly- 
owned subsidiary. 

The company is both regional and 
national, depending on product. Dis- 
tribution for its fresh meats (as op- 
posed to canned meats) is centered in 
the metropolitan New York area, but 
ranges up through New England and 
south to Baltimore. Its canned line, 
both S-M and Ferris, has national dis- 
tribution, with strongest sales areas on 
the east and west coasts. 

Including Ferris, S-M's advertising 
budget, is not large by national stand- 
ards, sponsor estimates it to be about 

$200,000 including production, of 
which about $50,000 goes into tv, 
$100,000 to radio and $50,000 to print. 
An additional $100,000 is probably 
devoted to promotions, displays, etc. 
While the print budget does show in 
national media, the tv and radio ex- 
penditures are concentrated in the Mid- 
dle Atlantic area, mostly New York. 

For a meat packer, this constitutes a 
heavy advertising budget concentration 
in air media. "We think tv and radio 
suit our purposes," says Alexander 
Hoedt, Stahl-Meyer's advertising man- 
ager. "Meat prices to the packer fluc- 
tuate greatly over a period of time, de- 
pending on seasons, supply, crops, 
weather and other unpredictable fac- 
tors. Because of this we must have a 
flexible advertising program. 

"Air media permit us to switch our 
advertising on short notice," he con- 
tinues. "If a particular meat product 
becomes plentiful and consequently a 
good buy, we can make that fact 
known quickly. From a different stand- 

SPONSOR • 10 MAY 1958 

point, a change in approach could be 
dictated by sales. If we find one prod- 
uct is beginning to lag behind, we can 
quickly and easily apply a little extra 
effort," he notes. 

The divorcement between the Stahl- 
Meyer and Ferris lines in advertising 
strategy is about as complete as pos- 
sible. The former runs on tv, the latter 
on radio. S-M brand products are 
pushed in regard to establishing long- 
term brand loyalties but not on a con- 
sistent pattern; Ferris products get 
regular seasonal promotions which are 
constant from year to year. 
Two campaigns 

An analysis of two campaigns cur- 
rently underway will indicate the dif- 
ferences in concept employed to 
achieve the desired objectives: 

Stahl-Meyer is now devoting its ma- 
jor promotional effort to selling frank- 
furters, what with the coming summer 
season and its trend to lighter cooking 
and picnics. To capitalize on seasonal 
advantages, the company, and its 
agency, Hicks & Greist, decided to sell 
frankfurters through children, alwa\s 
big frankfurter consumers. The deci- 
sion to concentrate on the children's 
market almost dictated use of kids' t\ 
shows. Four are used. 

"We believe it's necessary to offer 
children something other than a spe- 
cific need, such as clothes or food," 
explains D. Edward Ricchiuto, H&G 
account executive for Stahl-Meyer. 
"So we developed an emotional appeal 
by building interest in something else 
which then permits us to transfer this 
interest to the product."' To do this 

of kids' shows used 

the promotion was devised in four 
parts, each with a different purpose. 

The promotion began on 27 January 
this year. The first part ran for three 
weeks, and was, in effect, a compro- 
mise in aiming at a kids' market. "Ad- 
mittedly," notes Ricchiuto, "product 
advantage is not a hot appeal for chil- 
dren. But it does do two things: 

"First, it prepares parents for later 
requests by children. No matter what 
program a child is watching on tv," he 
says, "the mother has a sixth sense as 
to what's on. The mother got our 
message about protein content and 
stronger bodies. 

"Secondly, it introduces the prod- 
uct to the child. We used only kid 
personality shows. We had the per- 
sonalities participate by eating the 
frankfurters. This helped us with the 
emulation factor. 

"After three weeks we believed we 
had both mother and child exposed to 
the basic health sell," he explains. "We 
were not yet shooting for big sales." 

The second step was a contest which 
ran for six weeks. First prize was a 
quarter midget racer, a vehicle that 
seats two children, has a self-contained 
engine. It can be driven on an\ hard 
surface, operates like a car, but has a 
low top speed for safety. The contest 
was to name the racer. 

"A contest is the most valuable emo- 
tional tool for children," Ricchiuto 
says. "This prize was beyond their 
wildest dreams. Kids don't worry 
about odds; they believe they'll win. 
By printing the offer on the product, 
and making a package bottom neces- 

sary for entry, we made the kids 
brand-conscious for Stahl-Meyer." 

Four shows, four contests 

Although the contest was being run 
only in the metropolitan New York 
area, it was being promoted on four 
different kids' shows, each with its own 
star. So the company set up, in effect, 
four contests. Each show personality 
was provided with a car, so that every 
show had a winner. This guaranteed 
for the star that one of his viewers 
would be a winner and he would not 
be left in the awkward position of ex- 
plaining that the winner watched a 
different show or channel. 

Entries were mailed directly to the 
show personalities. "Parents were still 
kept in the middle of this," Ricchiuto 
points out, "since they first had to buy 
a package of frankfurters, then help in 
addressing and mailing the entries." 

The contest drew over 19,000 en- 
tries, and had a stimulating effect on 
sales. Four winners were picked and 
each show made an in-person presenta- 
tion of the prize. In addition each 
show offered 25 second prizes — crash 
helmets for boys, Revlon dolls for 

The third step in the frankfurter 
promotion, which ran for three-and-a- 
half weeks, was a self-liquidating pre- 
mium — a water sub-machine type gun. 
The contestant was required to send a 
package label, plus 50 cents, to a mail 
order house. 

"At the end of the second step," 

Ricchiuto explains, "we had made 104 

kids very happy. But there were 18,- 

( Please turn to page 72) 

Senator Claghorn, alias Kenny Delmar, is 
used by Ferris for radio spots, sales meetings 

SPONSOR • 10 MAY 1958 



Web tv viewers: they're not fickle 

^ Ranking of shows by categories remains the same as it 
was at the beginning of the 1957-58 season, Nielsen shows 

^ Westerns still capture audience preference, with quiz 
and 30 minute general drama shows tying for second place 

\^an advertisers investing millions of 
dollars in network tv predict whether 
early season preferences of video audi- 
ences remain the same as the season 
draws to a close? 

Latest Nielsen network tv viewing 
percentages indicate they can. The 
ranking of show types at the beginning 
of the 1957-58 season remained, as 
spring began, practically the same, 
according to Nielsen. 

The figures below are a comparison 
of average audience percentage by 

show categories for the two weeks 
ending 19 October, 1957 with the two 
weeks ending 22 March, 1958. 

Westerns, which started off with a 
bang, are still the leading contenders 
for home viewing. The average rating 
for October was 25.9%, compared 
with a March rating of 31.2%. 

Quiz and audience participation 
shows remain in second place. Their 
average rating for October was 25.1% 
—for March, 24.2%. 

The 30-minute general drama cate- 

gory, in third place in October with 
22.7%, tied for second place in March. 

The rest of the show categories' 
ranking follows in this order: 

In fourth place, situation comedy 
shows, with an October rating of 
22.5% and a March rating of 23.7%; 
in fifth place, the 60-minute variety 
shows, with 22.3% for October, 23.1% 
for March; sixth place, suspense 
drama, with 19.7% for October, 
21.8% for March; seventh place, the 
60-minute general drama category, 
with 17.9% for October, 21.4% for 
March; eighth place, adventure shows, 
with 16.1% for October, 18.7% for 
March; last with the only real drop 
shown, is the 30-minute variety cate- 
gory, with an 18.0% rating for Octo- 
ber, and a 15.7% average for March. 

March figures, on the whole, are 
higher due primarily to a larger per- 
centage of home viewing. ^ 


Network Sales Status Week Ending lO May 






ABCt^H 8.0 

NBC ^^^MMB 26.0 

t Eicludine participation s. 




45.8 ABCfi 

42.9 CBSf i 
57.3 NBC i 



Cost Number 



Cost Number 

Cost Number 

Hour drama 
$54,000 5 


• drama 

Situation comedy 
$37,287 15 

Hour music-variety 
$101,917 6 

Half-hour music-var. 
$42,200 10 



$28,173 13 

Half-hour western 
$36,136 11 

SPONSOR • 10 MAY 1958 



Sponsored Nighttime Network Programs 6-11 p.m. 




Adventures al Scott Island: 
A 1 


R. |. Reynolds, Esty 

Adventures of McGraw: 

Ms \-F 


P&C, Benton & Bowles 

\.t Power: D-F 


Prudential, Reach McClinton (5 18 S) 

AUcm Coodyear Theater: 


Alcoa, FSR: alt Coodyear, Y&R 

•Steve Allen Show: V-L 


S. C. Johnson. Needham. Louis & 
Brorby; U. S. Time, Peck; Grey- 
hound. Grey; Pharma-Craft, JWT; 
Polaroid (5 11. 5 311, DDB 

Bachelor Father: Sc-F 

Baseball ( ornei 

Jack Benny: C-F 
Polly Bergen: Mu V-L 
•Big Record: Mu-L 
Bold Journey: A-F 
Pat Boone: V-L 
Jim Bowie: W-F 
Broken Arrow: W-F 
Burns & Allen: Sc-F 
Caesar Invites You: CV-L 
The Californians: W-F 
Cavalcade of Sports: Sp-L 
Cheyenne: W-F 
Circus Boy: A-F 
Dick Clark: V-L 
•Rosemary Clooney: V-L 
Climax: Dr-L 
Club Oasis: V-L 
•Perry Como: V-L 

Country Music Jubilee; Mu-L 
Bob Cummings Show: Sc-F 
John Daly News: N-L&F 
December Bride: Sc-F 
Richard Diamond: A-F 
Disneyland: M-F 

Dragnet: My-F 

Wyatt Earp: W-F 

Doug Edwards News: N-L&F j 

Father Knows Best: Sc-F J 

•Eddie Fisher: V-L 




d/ 2 hr.) 



Amcr Tobacco. BBDO 

General Mills <6 1 S) 

Amor Tobacco. BBDO 

Max Factor, DDB 

Oldsmobile, Brother 

Ralston Purina, CBB 

Chevrolet, Campbell Ewald 

Amer Chicle, DFS 

Miles, Wade; Ralston Purina, Cardner 

Carnation, EW.R&R; Gen Mills, BBDO 

Helena P.ubenstein, Ogilvy, B & M 

(L 5 25) 
Singer Sewing, Y&R; Lipton, Y6R 
Gillette. Maxon 

Gen Elect, Y&R, BBDO & Grey 
Mars, Knox Reeves; alt Kellogg, Bur- 


Beech-Nut Lifesave 
Lever Bros, JWT 
Chrysler, Mc-E 
L&M, Mc-E 



beam. Perrin-Paus: Amer Dairy. 

Campbell-Mithun; Knomark, Mogul 
Williamson-Dickie, Evans & Assoc; 

Carter Prod., Bates 
R |. Reynolds. Esty; alt Chesebrough- 

Ponds, Mc-E 
Bristol-Myers, Y&R; 4 days open 
Cen Foods, B&B 
Lorillard, L&N 

Gen Mills. DFS; P&C, Compto 

Scott Paper, JWT; 
L&M, Mc-E 


Tennessee Ernie Ford Show 

G.E. Theatre: Dr-F 

•George Gobel: V-L 

Godfrey's Scouts: V-L 

Gunsmoke: W-F 

Have Gun, Will Travel: W-I 

Hitchcock Presents: My-F 

Robin Hood: A-F 

I Love Lucy: Sc-F 

I've Got a Secret: Q-L 

Jefferson Drum: W-F 

•Kraft Tv Theatre: Dr-L 

Lassie: A-F 

Leave It To Beaver: Sc-F 

•Life of Riley: Sc-F 

Line-up: My-F 

M Squad: My-F 

Make Me Laugh: C-L 
Perry Mason: My-F 


ick: W-F 

Meet the Press: I-L 
Millionaire: Dr-F 
Mr. Adams & Eve: Sc-F 
Patrice Munsel: MuV-L 
Musical Bingo: Q-L 
Name that Tune: Q-L 
Navy Log: Dr-F 
No Warning: Dr-F 

Original Amateur Hour: V 
OzzieS Harriet: Sc-F 
Pantomime Quiz: Q-L 
People Are Funny: M-F 
People's Choice: Sc-F 
Person To Person: I-L 
Playhouse 90: Dr-L&F 

•Price Is Right: Q-L 
Tom Fight Beat 
The Real McCoys: Sc-F 
Restless Gun: W-F 
Kin Tin Tin: A-F 
Schlitz Playhouse: Dr-F 

(alt wks) 
















(i/ 2 hr.l 



l/ 2 hr. 




Cen Elect, BBDO 
RCA & Whirlpool, K&E 

Lipton, Y&R; Toni, North 

L&M. DFS; Sperry Rand 11 wk in I 

Whitehall, Bates; alt Lever, JWT 
Bristol-Myers, Y&R 

Johnson & lohnson. Y&R; Wildroot. 

Cold Seal, Campbell-Mithun 

R I Reynolds. Esty 

Lorillard, L&N; Chemstrand, DD&B 

Krart. |WT 

Campbell Soup. BBDO 
ington Rand, Com] 
r Bros, BBDO; alt wk open 

Amer Tobacco, SSC&B; , 

i Tobacco, Gumbim 

, Y&R 

Pan American Airways, )WT 

Colgate, Bates 

R. J. Reynolds, Esty 

Buick, Kudner; Frigidaire, Kudnci 

Associated Products, Grey; '6 6 SI 

Kellogg. Burnett; Whitehall. Bates 

U. S. Rubber; F. D. Richards 

Royal McBee, Y&R; alt P. Lorilbrd. 

Pharmaceuticals, Parkson 
Kodak, JWT 

Associated Products, Grey 
R. J. Reynolds. Esty: Toni. North 

Borden, Y&R; Amer Home ProducU 



Grant; »!• I 
Myers. BBDO 

Amer Cas, L&N 

Kimberly-Clark. FC&B, ... 
Burnett; Chemstrand. DD&B; R. 

Speidel, K&E; a 
Sylvania, JWT 

•Color »how, (I,) Live, (F) 

sustaining, participating or o< . . 

cc+ts including talent and prods 

mission). They do not include commercials or 

e charges. This list c 

(An) Audience P»rl 
Interview, (J) Juvenile, (M) 
Quiz, (S) Serial, (Sc) Situati 

types are in ■! n-.-t t •<•! \ , 1 ventur ■ 

(C) Comedy, (D) Documentary, (Or) Diaiua. "|; 
Misc. i.Mu) Music, (My) Mystery, (N) New». K, 
ion Comedy, (Sp) Sports, (V) Variety, ( \V ) Wet"" 

Listing continues on page 42 

- 1 'ii \ Mil; • 10 MAY 1958 

Wkal % A PULSE Kadxo. Suwey? 

The PULSE is the trade name given to radio surveys conducted by PULSE, Inc. PULSE, Inc. has been 
taking radio surveys for seventeen years and is considered the most authoritative radio audience measuring 
company in the broadcast industry. Proof of this, is the fact tlmt PULSE reports are used by more radio 
stations than any other method and/or survey company. 

Unlike an "independent" survey, PULSE is an authentic, researched method in which the radio audience 
in a particular city is correctly measured. "Independent" surveys are more often than not surveys taken by 
radio stations themselves and the coefficient of error is very, very high! Besides that very important fact, 
radio stations often take these surveys in a method which clearly slants the answer and, of course, could 
only come out one way. Their way. 

A PULSE report is usually ordered by a group of stations in a particular city or area. The date of the actual 
survey is not released to the stations involved but the survey month is usually known. Each subscribing sta- 
tion pays their proportionate part. Part of the cost of a PULSE report is born by (90) ninety of the leading 
national advertising agencies. Clearly, the advertising agency is interested in knowing the share of radio 
audience enjoyed by each station, since this report is used as a basic yardstick in determining which station 
will carry its client's message. Because this is most important, the ninety major advertising agencies sub- 
scribe to PULSE for its known reputation and authenticity. 

Subscribing radio stations are free to use the final results of a PULSE report to sell local and national 
accounts. Understand, that whether or not a station subscribes, has no bearing upon the final outcome of a 
PULSE survey. The radio stations surveyed are not the only subscribers. Agency subscribers paying a share 
of the report are interested in the exact deposition of the audience too, and that is exactly what they get. 

Quote, unquote... 

Compliments of a friend 

The foregoing quotation spearheads an advertisement by 
a radio station famous for its quality, integrity, and 

Naturally we are pleased. But the important as- 
pect is that this station's typical reaction explains the 
fundamental reason why Pulse has grown from one-market 
coverage back in 1941 to more than 200 markets in 1958. 

...and the same 
holds true for 
Pulse Television reports 
covering 200 


And the first quarter of 1 958 is our best in Pulse's 
entire history. 

For pioneering an exclusive plus, out-of-home 
radio, correctly additive to in-home radio, per 15-minutes, 
per station, per program, the American Marketing Asso- 
ciation gave Pulse a special award for its 1948-49 
exploration. Since then, the out-of-home millions have 
been correctry reported by Pulse. 

Currently Pulse finds that 
watching television out of home adds 
4 % to the in-home audience. As the 
service with the most subscribers, 
count on Pulse to incorporate this im- 
portant and exclusive TV out-of-home 
when it becomes an important consid- 
eration for Pulse subscribers. 


ULSE, Inc. 


SPONSOR • 10 MAY 1958 


C O 

P A 











The Last Word 

Meet The Press 
Pan Amer Airway 


















(S 18 si 


D Edwards 
Brown & Wmson 

Bell & Howell 
(5/27 only) 

No net service 


D Edwards 


sust alt Carter 

You Asked for It 

Sklppy Peanut 



Campbell Soup 

My Friend Flicka 
sust (L 5/18) 
Noahs Ark 

sust (5/25 S) 

Sports Focus 

D Edwards 
Brown & Wmson 

Sports Focus 

No net service 

(repeat feed) 


|ohn Daly News 

N .uT 

|ohn Daly News 

D Edwards 




Kaiser Companies 

(7:30- 8 -JO) 

Bachelor Father 

Jack Benny 
Amer Tobacco 

No Warning 

Royal Typewriter 

P. Lorlllard 


Robin Hood 
Johnson & Jhsn 

Price Is Right 

Speldel alt 


Gen Electric 

(alt wks 


Name That Tune 
Whitehall alt 

Treasure Hunt 





Ed Sullivan 



alt Kodak 

Steve Allen 
S. C. Johnson 
alt Greyhound 
U.S. Time 


Burns & Allen 
Gen Mills 

Restless Cun 
War. -Lambert 


(alt wks 7:30-8:30) 
Am Chicle. 


Mr. Adams & Eve 
R. J. Reynolds 

Ceorge Cobel 

(alt wks. 8-9) 

RCA & Whirlpool 


Adventures at 

Scott Island 


Ed Sullivan 

Steve Allen 


(5/11, 5/31 only) 

Bold Journey 

Talent Scouts 
Llpton alt 

Wells Fargo 
alt Bulck 

Wyatt Earp 

Gen Mills 
alt P&G 



Eddie Fisher 

(alt wks 8-9) 





Caesar Invites You 
Helena Rubinstein 

(L 5/23) 
Baseball Corner 

C. E. Theatre 

Dinah Shore 
Chevy Show 



Danny Thomas 
Gen Foods 


Broken Arrow 

alt Miles 

To Tell The 


Adv. of McCraw 



Chevy Show 

Welk Top Tunes 
New Talent 


December Bride 

Gen Foods 


Alcoa alt 


Assoc. Products 

Red Skelton 

Pet Milk 

alt S. C. Johnson 

Bob Cummings 


The Mike Wallace 


1- Lorlllard 

Loretta Young 

Welk Top Tunes 

Studio One 
In Hollywood 



Sterling Drug 
(5/12, 5/19. 6/2) 

West Point 



The Californians 






No net service 

What's My Line 

alt H Curtis 

No net service 

No net service 

Studio One 
In Hollywood 

Phillips-Van Heu- 
sen (5/26, 6/2) 
Bell & Howell 


No net service 

No net service 

No net service 

NOTE: L preceding date means last date on air. S following date means starting dat» for new show or new sponsor In time slot. 

Index continued... Sponsored Nighttime Network Programs 6-11 p.m. 








•Dinah Shore Chevy Show: 

Phil Silvers Show: Sc-F 
Sgt. Preston: A-F 
Frank Sinatra: V-L&F 
$64,000 Challenge: Q-L 



Chevrolet, Camp-Ewald 

P&C, Burnett; R. J. Reynolds, Esty 
Quaker Oats. WBT 
Chesterfield, Mc-E; Bulova, Mc-E 
P. Lorillard. Y&R; Revlon, BBDO 

Tales of Wells Fargo: W-F 
The Thin Man: My-F 
This Is Your Life: D-L 
Danny Thomas: Sc-F 
•Tic Tac Dough: Q-L 


Amer Tobacco, SSC&B; alt 

Colgate-Palmolive, Bates 
P&C, B&B 
Cen Foods, B&B 

Warner-Lambert, Lennen & h\ 


164,000 Question: Q-L 


Rcvlon, BBDO 

To Tell The Truth: Q-L 


Pharmaceuticals, Parkson 

•Red Skelton: CV-L&F 


Pet Milk, Cardner; alt S. C. Johnson, 

Tombstone Territory: W-F 


Bristol-Myers, Y&R 

Gale Storm Show: Sc-F 

Studio One In Hollywood: 

Sugarfoot: W-F 

Ed Sullivan Show: V-L 
Sunday News Special: N-L 
Suspicion: My-L&F 


M/ 2 hr.) 

Nestle, B. Houston; Helene Curtis, 

E. H. Weiss 
Westinghouse, Mc-E 

Amer. Chicle, Bates; Luden's, Mathes; 

Colgate-Palmolive, Bates 
Mercury, K&E; alt Kodak, JWT 

Whitehall, Bates; alt Carter Prod- 
ucts, Bates 

Sterling Drug (5. 12, 5/19, 6/6) DFS; 
P&C (519) Cray; Phillips-Van 
Heusen (5/26, 6'2) Crey; Bell & 
Howell (5 12) Mc-E 

Top Dollar: Q-L 
Trackdown: A-F 

Twenty-One: Q-L 
Turning Point 
U.S. Steel Hour: Dr-L 
Voice of Firestone: Mu-L 
Wagon Train: W-F 




Vl hr. 

Brown & Wmson, Bates 

Amer Tobacco, BBDO; alt 1 
Mobil Oil, Compton 

Pharmaceuticals, Parkson 

Schick, Warwick & Legler; alt 

U.S. Steel, BBDO 
Firestone, Sweeney & James 

Drackett, Y&R; Edsel, FC&B 
eral Foods, B&B 






10 MAY 1958 


V G R A P 











D Edwards 
American Can 


Kemper Insurant 
(L 6/4) 

D Edwards 

N .urt S 


iports Tocu? 

No net service 


No net service 

Kemper Insurant* 
(L 6/4) 



John Daly News 

D Edwards 



John Daly News 

D Edwards 
(repeat feed) 


repeat feed 


Wagon Train 


Dreckett, Edsel, 

Gen. Foods 

Circus Boy 

Mars alt 

Sgt. Preston 
Quaker Oats 

Tic Tac Dough 


Rin Tin Tin 


Dick and 
The Duchess 

Truth Or 

Dick Clark Show 

Life Savers 

Perry Mason 


People Are 

Toni alt 
R. J. Reynolds 



Wagon Train 

AC Spark. 7-Up 

Richard Diamond 

Private Detective 

P. Lorillard 

You Bet Your 

DeSoto alt Toni 

Jim Bowie 

Amer Chicle 


Am Tobae 



Jefferson Drum 

Lorillard alt 

Country Music 



Williamson. Dickie 

Carter Prod. 

Perry Mason 



Perry Como 



BCA * Whlrlpoo 



Father Knows 

Scott Paper alt 

The Real McCoys 




(3 out of 4 wks) 


L&M alt 

General Foods 

Stars of Jazz 

sust (L 5/30) 
Musical Bingo 

Assoc. Prod. 

Zane Crey 
General Foods 

Life of Riley 
Lever alt sust 

Country Music 

Top Dollar 
Brn. & Wmson 

Sunbeam. Koxzem 
Amer Dairy 


Kraft Theatre 

Pat Boone 

Shower Of Stars 

(1 out of 4 wks) 

People's Choice 

Frank Sinatra 


Phil Silvers 
R. 1. Reynolds 

M Squad 


Lawrence Welk 


Polly Bergen 
Max Factor 
Cale Storm »lt 
Nestle alt Curtis Club Oasis 


Kraft Theatre 

Navy Log 

U. S. Rubber 

Playhouse 90 

Amer Oas 

Bristol Myers 

The Ford Show 

Patrice Munsel 

Bulck alt 

Schlitz Plyhse 

The Thin Man 

Lawrence Welk 

""•iSS^ «, Point 
Whitehall Schick alt 
alt Lever ! Scalt 


This Is 

Make Me Laugh 

Playhouse 90 


Rosemary Cloone) 

The Lux Show 



The Lineup 
P&G alt 

Cavalcade of 

San Francisco 

Billy Graham 

L&M alt 

Original Amatei 


No Net Service 

No net service 

Playhouse 90 


R. J. Reynolds 

Jane Wyman 
H. Bishop 
alt Quaker 

No net service 

Person To Person 
Florists Delivery 

alt Time 

Jerry Lewis Shov 

(5/16; 10-11) 

San Francisco 

Show of Month 


(6/7; 9:30-11) 

Your Hit Paradi 

Amer Tobacco 

alt Tool 

Post Fight Beat 


|! Wallace: I-L 
(nesday Fights: Sp-L 
irence Welk: Mu-L 
I Top Tunes: V-L 

'oint: A-F 
ft's My Line: Q-L 

r i;o 

«r Wyman: Dr-F 
ot Asked For It: M-F 
o'Bet Your Life: Q-L 
Iti Young: Dr-F 
r Hit Parade: Mu-L 
Grey Theatre: W-F 
: A-F 





Philip Morris, Ayer 

Mennen. Mc-E; Miles. Wade 

Dedge, Grant 

Dodge & Plymouth, Crant 

Phillips-Van Heusen, Crey 

Helene Curtis, Ludgin; Kellogg, Bur- 

Toni, North 

H. Bishop, Spector; Quaker Oats. 

Skippy Peanut Butter, CBB 
DeSoto, BBDO; Toni, North 
P&C, B&B 

Amer Tobacco, BBDO; alt Toni, North 
Cen Foods, B&B; Ford, JWT 
AC Spark Plug, Brother; 7-Up, JWT 

Specials and Spectaculars 




* Dupont Show of The Month: 


Dupont, BBDO— 6 7 

*High Adventure with Lowell 
Thomas: D-F 


Delco, Camp-Ewald— 5/28 

* Jerry Lewis Show: CV-L 


Oldsmobile, Brother— 5/16 

Omnibus: M-L 


Union Carbide, Mathes; Aluminum 
Ltd., JWT— 5/18, 6/1 

* Shower of Stars: CV-L 


Chrysler, Burnett — 5/15 

Wide, Wide World: M-L 


Cen. Motors, McM J&A— 5/11, 5/25 



Chip Off the Farm Bloc 

Wed like you to meet one of the bosses of a $400 million 
business called farming in Central Ohio. He feeds his own 
corn into his own hogs, has two tractors and a city-shopping 
family that wants all ot the better things of life. 

You find him sharing his noontime, as usual, with Bill 

Zipf, farm director and farm news reporter for WBNS-TV. 
They have been friends for nine years — personal friends, I 
because Bill Zipf is a reporter who travels 30,000 miles 
of rural roads a year and shows up at the studio with dirt 
on his shoes. 

You can see why the casual offer of a Farm Almanac, 
on Bill's "Farmtime" program, pulls requests from 33 





■ ™ ■ 

H|si ' 

.. (BBKLtaSss*-- ~ ..-- 



it 1 Igj'ii 1 -j th nr IMl ..A \ 

1 * lllf^l ^ | 



» i ^1 I ft 

^^^~ ... - , , -1 I i- 



Ohio counties and over 130 small towns. More important, 
you see an example of the face-to-face approach by which 
WBNS-TV, born and raised in Central Ohio, attracts its 
larger audiences, day and night. 

Time buyers, too canny ever to fall off a hay wagon, 
have reduced volumes of these facts to one conclusion: 
"If you want to be seen in Central Ohio— WBNS-TV." 


CBS Television in Columbus, Ohio 
Market Center of 2,000,000 people 

316 kw. Affiliated with The Columbus Dispatch, The Ohio State 
Journal and WBNS Radio. Represented by Blair TV. 





P A F 










































Lamp Unto My 

Carry Moore 

Dough Re Mi 

Carry Moore 
Gerber alt 
Gen Foods 

Florida Citrus 

Dough Re Mi 

Look Up & Live 

How Do You 

(3'31 S) 

Treasure Hunt 
Sterling Drug 

P&G alt 
Johnson (5/12) 

How Do You 

(4/1 S) 

Treasure Hunt 

Brlllo alt 


Eye On N. Y. 

Arthur Codfrey 

Price Is Right 

Lever Bros 
alt Ches-Pnds 

Johnson (5/12) 

Arthur Codfrey 

alt Sterling 
Stand Brands 

Camera Three 


Truth or 
Sterling alt Lever 


Truth or Cons, 

alt sust 

Our Miss Brooks 

Love of Life 

Amer. Home Prod 

Tic Tac Dough 

PAG alt 
Church A Dwlght 
Tonl alt PAG 


Tic Tac Dough 

Stand Brands 



Wild Bill Hickok 

Search for 



It Could Be You 

Dixie Cup alt 


Ches-Pnds alt PA< 

Search for 





alt P&G 

Guiding Light 

Guiding Light 


Watch Mr. 

No net service 


No net service 



(1:25-1:30) sust 

News (1:25-1:30) 

Frontiers of 

As the World 

Howard Miller 

As the World 

Vlck Chem alt 

Howard Miller 

No Net Service 

Beat The Clock 

Howard Miller 

Beat The Clock 

Howard Miller 

College News 



Art Linkletter 
Stand Brandt 

alt Lever 
Oamnbell Soup 
alt Stand Brands 

Kitty Foyle 

Art Linkletter 
alt Tonl 

Kitty Foyle 

Johns Hopkins 
File 7 

Youth Wants 



Big Payoff 

P&G alt 


Johnson (5/12) 


Big Payoff 




Dean Pike No net service 

(L 5/18) 

Look Here 

Do You Trust 
Your Wife? 

Verdict Is Yours 
Stand Brands 

Chese Ponds 


Do You Trust 

Verdict Is Yours 

alt Tonl 




Open Rearing No ncf $efyiee 

Wide Wide 

(4-5:30. alt wks) 
Gen Motori 


Brighter Day 

Dixie Cup 

Tonl alt 


Welch Grape Juice 

Carter Products 


Brighter Day 

Queen for a Day 
Stand Brands 


nit Con 

Secret Storm 

Secret Storm 
Amer Home Prod 

(4-5:30. alt wks) 
I'nlon Carbide 
Aluminium Ltd. 


Edge of Night 

Stand Brands 



Edge of Night 
Florida Cltnia 



Paul Winched 
Haru Mtn 


Modern Romance 
Brlllo alt 

Modern Romance 

Sterling Drug 
Johnson (L 5/12) 

Texas Rangers ' . _. „ 
Sweet* Co. Great Challenge 
suit (5-8) 

Israel— The 
Next 10 Years 

(5/18; 4-5:30) 


Comedy Time 

PAG alt 


Sir Lancelot 

Com Prod 

Comedy Time 

alt sust 
P&G alt sust 

Wild B 


Lone Ranger 

Gen Mills 
Colgate-Palmol. Great Challenge 
Cracker Jack j 

M. Saber 

Sterling Drug 

Mickey Mouse 

Am Par 

Mickey Mouse 

Mars alt Armour 



alt G 

NOTE: L preceding dale means last date on air. S following date meant starting date for new show or new sponsor in time slot. 

The network schedule on this and preceding pages (42, 43) 
HOW TO USE SPONSOR'S includes regularly scheduled programing 10 May to 

6 June, inclusive (with possible exception of changes j 
NETWORK TELEVISION made by the networks after presstime). Irregularly sched- j 

uled programs to appear during this period are listed 
COMPARAGRAPH & INDEX as well, with air dates. The only regularly scheduled pro- 
grams not listed are: Tonight, NBC, 11:15 p.m.-l:00 



10 MAY -6 JUNE 










Dough Re Mi 

Carry Moore 

Sunshine alt 

Dough Re Mi 

Carry Moore 

Sunshine Bisc 

alt Pitts. Paint 

Gerber alt 


Dough Re Mi 

Capt Kangaroo 

Brown Shoe 

Howdy Deody 


Treasure Hunt 

Drackett (L 5/21) 
alt Sterling 

alt P&G 

How Do You 

Treasure Hunt 
Dow Chemical 

alt sust 

Carry Moore 
Gen. Mills alt 
Pittsburgh Paint 

alt Florida Citrus 

Treasure Hunt 
Corn Prod alt 

Mighty Mouse 
Gen Foods alt 

Ruff b Reddy 
Gen Fooda 


Price Is Right 
Gen Fooda 
alt SOS 

Arthur Codfrey 

Price Is Right 

Alberto CUlver 

Dow Chemical 
alt Miles 

Arthur Codfrey 

Standaid Brands 

Price Is Right 

Drackett (L 5/30) 

Heckle 6 

alt Borden 

Truth or 


Truth or Cons. 

alt Lever 

Alberto Culver 

ait Mile* 



Truth or 

Gen Foods alt 
Dixie Cup (5/16) 


Andy's Gang 

Minn. Mining 

alt wit 


Tic Tac Dough 

Gen Foods alt 

Love of Life 

Tic Tac Dough 


Minnesota Mining 

alt P&G 

Love of Life 

Amer Home Prod 

Tic Tac Dough 

Jimmy Dean 

alt sust 

True Story 
Sterling Drug 


It Could Be You 
Gen Foods alt 
Chicken of Sea 

Search for 



It Could Be You 

Alberto Culver 

alt Miles 


It Could Be You 

Am Home alt 



Jimmy Dean 

Detective Diary 
Sterling Drug 

Cuiding Light 

Cuiding Light 



No net service 


No net service 


Lone Ranger 

Gen Mills 
alt Nestle 

No net service 

(1:25-1:30) sust) 


Howard Miller 

As the World 

Howard Miller 

As the World 

Howard Miller 

No net service 

No net service 




Howard Miller 

Beat The Clock 
Johnson & Johnson 

Howard Miller 

Beat The Clock 
Lever alt Kodak 
8unahlne Bisc 
(It Gen Mills 

Howard Miller 

No net service 

No net service 


Kitty Foyle 

Art Linkletter 

Kitty Foyle 

Art Linkletter 
Swift alt 

Kitty Foyle 

No net service 

Major League 



Cora Prod 



Big Payoff 



Big Payoff 



No net service 

(2:30 to concU 
Regional games 

" ir 


Do You Trust 
Your Wife? 

Verdict Is Yours 


Do You Trust 
Your Wife? 
Gen. Fooda 

Verdict Is Yours 

Gen Mills alt sus 
Gen Mills 
alt Atlantis 


Drackett (L 5/30 

alt sust 

No net service 

Brewing Co., Na- 
tional Brewing Co. 


Queen for a Dav 

Drackett (L 5/21) 

Chicken of Sea 

Amer Home 


Lever Bros. 
Sergeant Hi-Pro 

Brighter Day 

Brn. & Wmson alt 

Minn. Mining 

Miles alt 

Gen. Mills 

Brighter Day 

Queen for a Day 

SOS alt 

Amer Home Prod 

Baseball Came? 
of The Week 


Secret Storm 

Secret Storm 

Amer Home Prod 





Edge of Night 





Edge of Night 


(See above) 

Modern Romance 
Sterling Drug 

Modern Romance 

Florida Citrus 

Modern Romance 
Sterling Drug alt 

Comedy Time 




Comedy Time 


Miles alt 


The Buccaneers 

Kellogg alt 

Corn Prod 


Comedy Time 
Dixie Cup (5/16) 
Gen Foods alt 

(See above) 

Mickey Mouse 

Bris-Myers, Pills 
alt Gen Foods 

Mickey Mouse 

Gen Mills 
alt sust 

(See above) 

a.m., Monday-Friday, participating sponsorship; Sunday 
News Special, CBS, Sunday, 11-11:15 p.m. (Carter and 
Whitehall); Today, NBC, 7:00-9:00 a.m., Monday- 
Friday, participating; Captain Kangaroo, CBS, 8:00-8:45 
a.m., Monday-Friday, 9:30-10:00 a.m., Saturday, partici- 
pating; News CBS, 7:45-8:00 a.m. and 8:45-9:00 a.m., 

All times are Eastern Daylight. Participating sponsors 
are not listed because in many cases they fluctuate. 

Sponsors, co-sponsors and alternate-week sponsors are 
shown along with names of programs. Alphabetical index 
of nighttime programs, together with show costs, sponsors 
and agencies starts on page 40. 


•i JP. IN THE 

#V ,GHT 

L J 

the Hefferan 







O lAliu ...the BIG-TIME 
comes to daytime TV... Monday through Frida; 
starting in the fall on 

e*'<?as cfyti(iHo<.e ^tCur- 




Coliseum Tower, 10 Columbus Circle, 

Marketing tools, trends, 
research data and trade tips 


10 MAY 1958 

Copyright 1958 

Postscripts to the NAB convention from the point-of-view of syndicators: 

• Syndicators aren't convinced the broadcasters don't want them. Feeling is that station 
men still want to see new film wares at the annual meetings. 

• There's disagreement among the syndicators as to whether regional meetings will be as 
effective for them, but they do agree on one point: It's senseless to leave NAB. 

• Course of action to be taken will be rooted this week or next, when film leaders get to- 
gether. Meeting will probably be at Screen Gems. 

Schaefer Beer has about crystallized its summer and fall syndication plans. 

With the Dodgers' move west, Schaefer's agency, BBDO, revamped media strategy to this 
extent: heavier concentration in tv films. 

Schaefer's schedule to date: New York Confidential (TPA), slotted for September 
starts in Philadelphia, Washington, New Haven and Albany; Decoy (Official) starts in Nor- 
folk this month; Silent Service (CNP), renewed in Boston, Syracuse, Plattsburgh and 

Only market still open for a film buy: New York City. 

BBDO is looking for a syndicated series for Niagara-Mohawk, a New York State power 
company. The coverage area: Five upper New York markets. 
Likely starting date: September. 

Contrary to most agency opinion, syndicated film fare doesn't necessarily take 
a back seat to network when judged on a national rating scale. 

Nielsen and ARB have both done special ratings on a national basis for several syndi- 
cated shows, using the same methods as employed when rating networks. Here're some results : 








Annie Oakley 

(Nielsen, Oct.-Nov., '56) 




Death Valley Days 

(Nielsen, Oct., 1957) 




Highway Patrol 

(ARB, March, 1957) 




Silent Service 

(Nielsen, Nov., 1957) 




Sky King 

(Nielsen, Dec, 1957) 




* Total Audience. 

Flashes from the field : CBS TV Film chalked up more than $500,000 in station sales 
from its new off-network properties (You Are There, Eve Arden, Mr. Adams & Eve) at the 
NAB convention . . . Pre-renewal sales on a second year of Silent Service total 26 markets 
. . . For the sixth year Brooks Potato Chips is sponsoring The Cisco Kid in Springfield, Mo. 
. . . NTA has signed three sponsors to participate in its double impact programing: Max 
Factor, Schick and Carter Products. 

(For further film news, see SPONSOR-SCOPE, and Film Wrap-up, p. 59.) 

SPONSOR • 10 MAY 1958 

Key trends and developments 
in marketing and research 


Look for the giant grocery manufacturers to put a real fillip in the move to- 
ward packaging frozen food in plastic film. And expect some big developments in 
five to seven weeks. 

Plastic film could upset the frozen food packaging field since it rides so well a trend of 
the times: convenience products. Food in plastic film can be heated in boiling water in five 
to 12 minutes compared to the 30 and 40 minutes often required for oven-prepared frozen food. 

With demonstration commercials a natural for this kind of product, tv can ex- 
pect some added business soon. 

Already marketing products in this field are Seabrook Farms and Fox de Luxe. Pushing 
the plastic film is Continental Can's Shellmar-Betner division. 

Improved shelf life is expected to be one important by-product of plastic film 
packaging. The film is actually in two layers: an outside layer of du Pont's heat-resistant 
Milar and an inner layer of air-tight polyethylene. The latter permits a high vacuum to be 
drawn, thus preserving food. While machinery for such vacuums are not fully-developed, they 
are not far off. 

Talking about convenience foods, one adman quoted these statistics: 

Before World War II, the average woman spent six hours in the kitchen; 

seven years ago the figure was two hours, 20 minutes; today, it's one hour, 20 


The Storecast System's new merchandising operation, which gets under way 
12 May, highlights some behind-the-scenes storecasting developments arising out 
of a recent FCC decision. 

In plumping for multiplexing last year, the FCC banned supersonic beeps over 
fm. These had been used by storecasters as a device to boost volume when com- 
mercials were aired and by Storecast System to cut out commercials from grocery 
chains not participating in a particular client's merchandising efforts. Storecast Sys- 
tem, probably the biggest in its field, was believed to be the only storecaster sending its 
music-with-plugs to more than one chain via a single station. 

With the deadline for the supersonic beeps just passed, Storecast System had the choice 
of (1) continuing as before, but permitting non-participating chains to pick up its client's 
commercials, (2) get into multiplexing and service each participating chain with a separate 
program or (3) take its commercials out of the stores. It elected the third alternative, and, 
while continuing the music side of its operation, moved the merchandising part over to am. 

Some storecasters are moving into multiplexing, a technical development of 
great potential. Storecast System doubts whether multiplexing is ready for com- 
mercial use. The firm also feels that multiplexing in storecasting may develop 
some Robinson-Patman problems. 

Storecast System's new project, called "Merchantising," so far ties in 230 
grocery sponsors, three chains (American Stores, First National, National Tea) 
and three stations (WCFL, Chicago; WICC, Bridgeport, Conn., and WHAY, Hart- 
ford-New Britain, Conn. 

The merchandising firm's "Stars of the Store" promotion provides: 

• For clients: in-store merchandising by Storecast System, identification with 
the promotion via point-of-sale posters and plugs for the promotion over radio. 

• For stores: a traffic-building promotion helped by radio plugs (plus, in some cases, fm 
music in the store by courtesy of Storecast System). 

• For stations: identification in p-o-s material, opportunities for new business, personal 
appearances in stores by d.j.'s. 

SPONSOR • 10 MAY 1958 






Throughout its 36-year history, WBT has followed a program of philosophy of providing the best possible programs 
for all segments of the radio audience. We call this Full-Service Broadcasting because it is not limited to "popular" 
music and five-minute newscasts. 

We provide our listeners with news — news in depth — reported by reputable, experienced news men and women 
from all corners of the globe. We provide our listeners with music — but not just one kind of music. WBT offers coun- 
try music, "popular" music, classical music, and many variations of the three. 

This Full-Service Programming gives our listeners discussion programs, drama, comedy and quiz programs. It 
means church services, educational programs — programs to stimulate the imagination, the ability to think — and the 
ability to feel. 

Through the years, audience research surveys have shown us that this is the type programming most Charlotte 
and Mecklenburg County listeners prefer. 

But the influence of Charlotte and its institutions is not confined to municipal boundaries. What of the listeners 
in Rock Hill? — In Hickory? — and in Caffney? What do people in Winnsboro want from WBT and in Salisbury and 
Monroe? To find out, we recently asked the Pulse, Incorporated to send its representatives into the homes of listeners 
living in Charlotte and within a 60-mile radius of Charlotte to check program preferences. This was the acid test for 
WBT's brand of Full-Service Programming. 

The results of this survey, conducted during the month of March, have just been released. 

We are happy to say that WBT has met the test and its programming concepts have been justified. 

The survey shows that WBT is the most popular Charlotte station in every time segment surveyed in the 25- 
county area (Sunday-Saturday, 6 A.M.-Midnight) except one. In that segment WBT won a tie. 

For this over-whelming vote of confidence by our listeners and for the support of you, our sponsors, we are 
everlastingly grateful and sincerely humble and our pledge to you is a continuation of Full-Service programming and 
audience leadership in the future. 

10 may 1958 

With talent costs going up, SPONSOR ASKS: 

How can you keep live tv costs down? 

This week two admen and a show 
packager described the steps they 
are taking to keep production cost 
to a minimum and still maintain 
their quality standard. 

James S. Bealle, <■/'• and director oj tv/ 
radio programing, Kenyon & Eckhardt, Inc. 

First <>f all. careful selection of people, 
from production and writing staff to 
cast, is l>\ far the most important. 
People should he edited as carefullv 
as lines in the script. The human 
pattern has a habil of repeating itself 

The same yardstick usually applies 
in reverse. The director who brought 
his last show in on time and according 
to plan is the director most apt to do 
it again. Barring the unexpected, of 
course. The actor who spends his time 
fiddling, or the fiddler who spends his 
time acting, have a tendency to follow 
the pattern throughout. 

\- has been said main times before 
in our field of mass communications — 
we ma) consider it a business of ideas, 
which it is. hut in the end it is a 
business of personalities. Of course, 
there are the standard rules to watch 
— the rules known to nearly all in the 
business. Rules like getting the script 
well set in advance in the hands of at 
least the principals in the cast. Or, 
like bringing in the director at the out- 
sel i" enable him to plan well ahead 
<>l smooth production, minimizing un- 
necessary time consumption. 

I In- production meetings on most 
types <>f li\«- 9hows should he held at 
least two weeks in advance of air date. 
Thorough meetings, of course, and 
preceded bj casting "i principals. Late 

casting, particularly in variety shows 
involving heavy production, often en- 
tails revision of all elements in the 
show from billboard to billboard, and 
seldom without heavy expense. Con- 
flicts between writers and producers or 
between producers and directors, or 
between staff and star, should be ironed 
out well in advance. The longer these 
conflicts, as earnest and legitimate as 
they may be, the costlier they become. 
Pre-planning pays off everywhere, of 
course. The longer the dancers re- 
hearse in leotards, the less likelv thev 
are to consume expensive camera time 
when the chips are down. In the end, 
it's the track-records of people on your 
show you should bet on — the people 
vou send through the stage door. 

Joe Spery, radio/tv production manager, 
Campbell-Mithun. Inc., New York 

usually cost 

The thesis is, we want a good commer- 
cial nonetheless. The whole area of 
whether to use four singers instead of 
»i\. of course, will be debated long 
after two-way television telephones are 
commonplace. As in any business 
undertaking, though, there must be a 
breaking point where quality need not 
be sacrificed for sheer cost considera- 

Probably the one best answer to the 
poser is: have a cost-conscious person 
create the original storyboards. Un- 
fortunately, this is easier to say than 
to do. 

Second best is: have a close super- 
vision of all tv production by able 
gentlemen who have proved they can 
work within their budgets. 

And, within the practicalities of 
time, every single item to be used on 
the air that comes through the pur- 

chase order route must be cost-esti- 
mated or priced firm — in advance. 

When all of these ground rules are 
adhered to, the "preventive maintain- 
ance" factors, as the military terms it, 
have been taken care of and should 
result in tv production cost that is in 
line — with advance estimates. 

Some of these points, however, beg 
the basic issue which is not only keep- 
ing within budget but keeping costs 
to a practical minimum. The only 
answer seems to he: have the executive 
groups who pass on the creations be- 
come as familiar as possible with tv 
production and its inherent costs. 

And, one of the rules of producing 
anything in business is to evaluate 
your methods every day of your life 
to see if there isn't a better — and 
cheaper — way of doing whatever you 
are doing. 

The American Dairy Association, for 
example, recently has searched for an 
easier and better way of producing its 
opening billboards for the Perry Como 
Show. After enough searching and 
consultation with the parties con- 
cerned, it develops that, sure enough, 
there is a way of making these bill- 
boards at less cost with no sacrifice in 
quality — in fact, with an actual im- 
provement in quality. 

Habits usually cost money. And if 
vou don't think there's a way to keep 
costs in line, look around a while. 
You'll find a way — or somebody else 

Jerry Layton, Stark-Lai 


Economy begins 

With inflationarv c<»is in television, 
we feel it incumbent upon us, as pro- 
ducers, to meet these increases with- 

sponsob • 10 may 1958 

out passing them on lo advertisers and 
without affecting the values of the pro- 

By this, we don't mean that we 
would eat the costs. We mean that we 
can, and have, effectively devised a 
method to control them. 

How we stretch the program dollar 
beyond its natural limit begins — with 
the writer. We know that a well-con- 
structed story, primarily about people, 
is what most interests the viewer. So, 
we play faces — not places. 

By meeting with the writer before 
he has written a word, and by care- 
fully pre-planning and pre-blocking. 
we are able to prepare a script well 
within the bounds of budget, but 
without l'miting the writer's crea- 

This is no trick. We know our 
medium and we know its limitations. 
We know how to carefully plan a tv 
program that is pictorially and histor- 
ically effective — one that won't be 
burdened with excess rehearsal hours, 
scenic and property elements that may 
never get on camera or burdened with 
casts that bulge at the seams. 

When we have decided on the places 
to play, we then come to the faces that 
play. The faces? Like Tony Perkins. 
Tony Franciosa, John Cassavetes, Neva 
Paterson, Lee Remick, Bradford Dill- 
man, Ed Andrews, Phyllis Love, Signe 
Hasso, Carol Bruce, William Prince — 
the list is a long one. Some are stars — 
some will be — some have been; but a. 
are pros. Rather than pay a sma 
amount to many performers, we pay 
high prices to a few. In the long run, 
it more than evens itself out in favor 
of the advertisers. 

Pre-planning — an essential — also 
simplifies the director's job. The script 
he receives is tight, comprehensive, 
lucid. The playing and shot areas are 
clearly defined . . . not in written stage 
direction, but in story progression and 
motivation contained in the finished 
script. The result we want — he knows. 
So his job is one of refinement with an 
aesthetic touch. To obtain this, we do 
not hamper him with ambitiously con- 
trived effects. 

As for the words, the director is able 
to have them delivered properly — and 
quicker — by the people who are cast 
to speak them. The "faces" we em- 
phasize. Naturally, when the director 
gets what he wants more quickly, he 
requires less time and, naturally, less 
time requires less money. ^ 




Hooper . . . Pulse . . . you NAME i 

pardner! In every Tulsa survey during the 

last 18 months, I've been FIRST by a COUNTRY 

MILE! Match THIS with my reasonable RATES . . . and you get a cost- 

per-thousand so far below any OTHER Tulsa station that it's almost like 

hoss-stealin' to buy me. 

Hey, and see that big HAT I'm wearing? Ahem! That's my big J mv 
Primary Coverage Pattern in the rich Tulsa Trade Area. 

Come on! Get ACQUAINTED with me . . . and you'll get acquainted 

with SELLING POWER, the likes of which you've never seen BEFORE. 



Robert J. Hoth, V.P. & Gen. 
Mgr., American Airlines Bldg. 
Tulsa LU 7-2401 TWX: TU99 
Rep.: Weed Radio Corporation 

The first advertisement 
announcing the sale of the 
famous lassie series for 
syndication appears in the 
front part of this magazine. 
So great has been the 
demand for this show that, 
prior to general release, 
these represent but a few of 
the hundred -plus markets 
from A to Z already sold! 

Altoona Johnstown, Pa. . . . WFBG 

Amarillo.Tex KFDA 

Ames-Des Moines, Iowa . . . KRNT 
Atlanta, Ga WLW-A 

For your market, contact 

Television Programs of America, Inc., 488 Madison Ave., New York 22 

^H? v 

How many puffs in a station break- 

or when does sales resistance become resentment ? 

Be sure to shool in COLOR . 
You'll be glad you did 

Important, too — film gives you full control of time and 
station . . . keeps you in the driver's seat all the way. 

hite — or color . . . there's an Eastman 
Film for every purpose. 

For complete information write to: 

Motion Picture Film Department 

National and regional spot buys 
in work now or recently completed 

W. J. GERMAN, Inc. 



The California Oil Co., Perth Amboy, N. J., is preparing a big- 
budget campaign in Eastern markets for its Chevron gasolines and 
oils (previously under the Calso trademark). The schedules start in 
early June, run into the middle of the summer. Minutes and chain- 
breaks are being bought, with frequencies varying. Buying is not 
completed. Buyer: Trow Elliman. Agency: BBDO. New York. 
I Agency declined to comment.) 

William Wrigley Co., Chicago, is entering 40 markets throughout 
the country for its chewing gums. The campaign begins this month; 
minutes and I.D.'s during nighttime periods are slotted. Frequency 
varies from market to market. Buyer: John Russel. Agency: Arthur 
Meyerhoff & Co., Chicago. (Agency declined to comment.) 

The Procter & Gamble Co., Cincinnati, is scheduling announce- 
ments in 35 Eastern seaboard markets for its Jiff Peanut Butter. 
Minute and 20-second announcements during nighttime segments are 
being slotted, with a family audience in mind. Frequencies vary from 
market to market. Media Supervisor: Gus Pflegler. Agency: Leo 
Burnett Co., Inc.. Chicago. (Agency declined to comment.) 

Lever Bros. Co., New York, is planning a campaign in top markets 
throughout the country for its Rinso Blue. Schedules kick-off this 
month for four weeks. Minutes and chainbreaks are being placed; 
frequency varies from market to market. Buyer: Tom Glynn. Agen- 
cy: J. Walter Thompson Co.. New York. (Agency declined to 
comment. I 


California Packing Corp., San Francisco, is initiating a campaign 
in top markets for its Del Monte line. The short-termer starts this 
month. Minutes are being scheduled during daytime hours; fre- 
quency varies from market to market. Media Director: Allen G. 
Jones. Agency: McCann-Erickson. Inc., San Francisco. (Agency 
declined to comment.) 


The Texas Oil Co., New York, is setting up radio and tv schedules 
in 80 to 100 markets for its Texaco gasolines and oils. The cam- 
paign starts in late May, runs for four weeks. In radio, minute an- 
nouncements are being slotted during early morning and late after- 
noon segments. In tv, minutes and 20's during prime time are being 
used. Frequencies vary from market to market. Buyer: Jack Brav. 
Agency: Cunningham & Walsh. Inc., New York. (Agencv declined 
to comment.) 

A pictorial review of local 
and national industry events 


\ kB's new Television Code 1V\ 

(1. to r.) E. K. (Joe) Hartenbo' 
Hugh McClirag, KIISL TV. Chic, 
lions, Philadelphia, new Code R 
Gannon, Wcstinghouse Broadcast 
TV, Columbus, Ohio 

.•r. KCMO TV. Kansas City; Mrs. 
Calif.; Roger Clipp, Triangle Sta- 
iew Board chairman; Donald Mc- 
ig: and Richard A. Borel, WBNS 

d Hardacre (r.), one of the 19.58 co-winners of the Voice of 

aid. was congratulated at the NAB convention by (1. to 
r.) NAB president Harold E. Fellows, McCann-Erickson president 
Marion Harper, and W. D. "Dub" Rogers, KDUB, Lovett, Texas. The 
award is given each year by NAB for the best essays on democracy 


lisplav at the N \B 

to . I are NTA sales ex< 

p. Jonnj Graff; Miss Gold Rush 

.u-t \.|i. Ed Gray 

5 NTA's Gold Rush Suite. 
Gerald Corwin; midwest sales 
Boston's Nick Russo and west 

Harold E, Fello 

ed the 1958 Keynote 
was keynote speaker 
geles last week 

-sident and board chairman, present- 
) CBS president Frank Stanton. Stanton 
16th annual NAB convention in Los An- 

Mutual Broadcasting System conventioneers at NAB included this 
smiling group: (1. to r.) national sales manager Robert Marcato; Tru- 
man V Morris, WBEA, Chillicothe, Ohio; Carl L. Lindberg and 
Howard Hayes, WOKO, Ml any. N. Y.; and MBS station relations 
director Charles King. MBS radio network affiliates met at the Hotel 
Biltmore during the annual NAB convention 

SPONSOR • 10 MAY 1958 


News and Idea 


Max Factor and Schick bought 
participation schedules in NTA's 
Twentieth Century Fox program, 
to start 18 May. 

This series is part of the network's 
"double impact" plan — Sundays and 
one evening during the week. 

Promotions and campaigns: 

• Cameo Curtains Inc., kicked off 
off a zany radio campaign featuring 
satires on soap operas, rocket trips to 
Venus, etc. The campaign, currently 
in N. Y. on WRCA (via Tex and Jinx 
and Tex Antoine) and WMGM (via 
Ted Brown) is a four week test for 
a nationwide spot radio campaign 
slated for fall. 

• Five natural gas companies in 
Pa., Ohio and W. Va., are featuring 
a unique campaign via tv and radio to 
help home builders sell "all-gas" homes. 
Ketchum, MacLeod & Grove, di- 
recting the campaign, plans 400 radio 
commercials on nine stations and 200 
tv commercials on six stations, in the 
Pittsburgh area alone. 

• Avis Rent-A-Car System plans 
an animated "missile age" cartoon spot 
to promote its advance business trips 
reservations. An eight-week "test" tv 
ad campaign is now underway in Pitts- 


FC&B reshuffled its tv-radio de- 
partment this week and the 
changes worked out this way: 

• John B. Simpson, v.p. and di- 
rector of broadcast for the Chicago 
office, becomes v.p and national di- 
rector of broadcasting. He'll head- 
quarter in N. Y. 

• Roger Pryor, v.p. in charge of 
broadcasting, N. Y., becomes broad- 
cast production chief for all FC&B 

• Edmund L. Cashman, v.p., con- 
tinues in charge of West Coast offices, 
and Homer Heck becomes head of 
the Chicago staff. 

SPONSOR • 10 MAY 1958 

J. Walter Thompson is expanding 
is tv-radio department in Chicago. 
Sherrill Taylor — formerly of RAB 
— is joining Jack Mossman, depart- 
ment head. 

Tv-radio production head George 
Polk at 29 rates as the youngest 
v.p. at BBDO. 

His has been a meteoric rise within 
the New York office. Polk started as 
a messenger 7*4 years ago and 
worked through media research, time- 
buying and head timebuyer. 

Agency appointments: FC&B, for 
A.&M. Karagheusian, Inc., manu- 
facturers of Gulistan carpet, bill- 
ing between $500-750,000 . . . 

C&W for The Stephan Distributing 
Co.'s dandruff remover hair tonic, with 
billings close to a million dollars, to be 
spent mainly in spot tv . . . Killings- 
worth-Moreland, L. A. for Broco, 
Inc. . . . Ray Barron, Boston, for 
Radio-Electronic TV Schools. 

At McCann - Erickson, Chicago : 
Mitchell Streicker, named manager 
of media research . . . William Ewart 
and John Hugunin, to the creative 

More on new assignments: John 
Hogan, named account executive, 
EWR&R . . . Hunter Jager, account 
executive, Grey . . . Peter Triolo, as- 
sociate media director and Walter 
Teitz, media supervisor, DFS . . . 
Shirley Vierheller, radio/tv copy- 
writer on Pet Milk account, Gardner 
. . . Alva Cuddeback, account execu- 
tive in the GF coffee group, B&B . . . 
David M. Close, to the service dept, 
N. Y., Charles Kennedy, service 
dept., Chicago and Martha Gehring 
to the media selection staff, Phila.. 
N. W. Ayer. 


ABC Radio will air the 1958 Notre 
Dame football games this fall, 
sponsored by Pontiac. Agency — 
MacManus, John & Adams. 

cr But Boss . , 

reform Traffic Court??: 

"Certainly! We have 

always taken an editorial 

interest in civic 

jfHK affairs." 

"But Boss, pop off on 

politics? Think of CITY 

HALL! Why not play it 

safe like everybody else?" 


"That's not hoiv ive got to be 
FIRST in Cincinnati!" 

Come to think of it, 
I guess he's right. 

But Gosh... City Hall... 





Nen biz for the tv networks: 

• Kraft, for full sponsorship of th«- 
Milton Merle Slum, to air oil NBC-TV 
next fall, in the Wednesdax 9-9:30 
p.m. slot. 

• Associated Products, for Musi- 
cal Bingo, to start on ABC-TV 6 June. 
8:30-9:00 p.m. Gre} is the agency. 

• Lever Bros, and Speidel wiU 
share sponsorship of nighttime show. 
The Price h Right, NBC-TV in 1958- 
59 season. 

• Genera] Foods, for alternate 
Friday quarter-hour segment of The 
Price Is Right, daytime, for 52 weeks. 

Renewals: Chevrolet, for the Dinah 
Shore Chevy Show, NBC-TV, for next 
season . . . Kaiser, for ABC-TV's Mav- 
erick . . . Mars, for alternate week 
sponsorship of Circus Boy, returning 
to NBC-TV next October as a Saturday 
morning feature. 


Robert E. Eastman Co. starts 1 
June with WNEW, New York, as 
its first i« hi . 

Eastman, former ABN president, 
will shortly add four other radio sta- 
tions to his list. 

He's opening offices in New York. 
Chicago, and San Francisco. 

UK Reps has issued a presenta- 
tion documenting with facts and 
figures why tv remains a strong 
advertising bet in the summer- 

The arguments include: 

• A preponderant share of Ameri- 
can families stay home in the summer- 

• A large number of consumer goods 
categories hit their peak sales in the 

• Even those families that go on 
trips aren't "lost" to tv viewing. 

• Retail sales, according to Depart- 
ment of Commerce, are higher than 
for any month except December. Au- 
gust is also the best month for food 
sales, while July is the biggest month 
for gasoline sales. More durables are 
sold in the June-August period than 
any other period of the year. 

The first advertisement 
announcing the sale of the 
famous lassie series for 
syndication appears in the 
front part of this magazine. 
So great has been the 
demand for this show that, 
prior to general release, 
these represent but a few of 
the hundred -plus markets 
from A to Z already sold! 

Bakersfield, Calif KERO 

Baton Rouge, La WAFB 

Bellmgham, Wash KVOS 

Binghamton, N. Y WNBF 

Bismarck, N. D KFYR 

Boise, Idaho KIDO 

Boston, Mass WBZ 

Buffalo, N. Y WGR 

Butte, Mont. . . KXLF 

For your market, contact 

Television Programs of America, Inc., 4 

I Madison Ave., New York 22 

Reps appointed: Edward Petry, 

for WGTO. Cypress Gardens, Fla. . . . 
John E. Pearson, for WHAY, New 
Britain-Hartford . . . Stars National, 
for WLOF, Orlando . . . Gates Reps, 
L. A., and Ted Hall, San Fran., for 
KBAB, San Diego . . . Richard 
O'Connell, for KTRM, Beaumont, 
and WJAC, Johnstown, Pa. . . . Ven- 
ard, Rintoul & McConnell, for 
WPON, Pontiac, Mich. . . . Everett- 
McKinney, for WINR. Binghamton, 
N. Y. 

Renewal: Blair Reps and ABC 
continue their long-term associa- 
tion, with Blair representing: WABC 
& WABC-TV, N. Y.; WBKB, Chicago; 
WXYZ & WXYZ-TV, Detroit; KGO & 
KGO-TV, San Francisco. 

Anniversary: The Branham Co. 

celebrates its 50th year this week. 
Added personnel : Ralph McCasky, 
Jr., to mid-western sales staff, and 
David Cassidy, to the L. A. office, 
Adam Young . . . David Grimm, to 
the tv division as N. Y. salesman, Ed- 
ward Petry . . . John Barry, named 
sales executive, AM Radio Sales . . . 
Charles Compton and Robert Man- 
ning, to the Chicago staff, the Meeker 


Starting in 1959, by a member- 
ship vote of 947 to 59, the NAB 

1 ) Restrict management confer- 
ence registration at the annual con- 
vention to the ownership, manage- 
ment and officers of active asso- 
ciation members. 

2) Limit exhibits to those associ 
ate members who are manufacturers 
of broadcast equipment. 

3) Tailor the programing of fall 
conferences to the various operational 
phases of station management. 

Bud Rogers, chairman of TvB, 

said at the conclusion of the board 
meeting in Lubbock, Tex.: 

"Tv has its job cut out, and as 
other key business and industry lead- 
ers have indicated, now is not the 
time to re-trench." 

Rogers added that TvB will base its 
1958 program on: 

1) Hard sell of the medium itself. 
I 2) Expanded service in the inter- 

est of advertisers, agencies and mem- 

Meeting results: The annual general 
membership meeting of the N. Y. 
chapter of the Academy of Tv Arts 
and Sciences, resulted in the forma- 
tion of a committee for . . . "the ex- 
pansion and improvement of tv 
in N. Y." 

The Langer Bill in the Senate, 
which would prohibit all radio 
and tv advertising of alcohol bev- 
erages, continues to stir up pro- 

Latest complaints registered be- 
fore the Senate Commerce Com- 
mittee by: 

• Harold E. Fellows, NAB presi- 
dent, who termed the bill "discrimi- 
nating against one perfectly legitimate 
item of commerce." 

• The Advertising Federation of 
America, which protested the bill's 
invasion on the right to advertise . . . 

• The 4A's, which decried the dan- 
gerous precedent such a bill would set. 

They were elected: 

4A's national operations com- 
mittee: J. Davis Danforth, exec. 

v.p., BBDO, chairman; George 
Reeves, v.p., JWT, vice-chairman; 
Joseph Epstein, exec. v.p.. Fitzger- 
ald, sec.-treas. 


Syndicators could look back on 
some thoughtful comment offered 
by station management at the NAB 

Such comments as these: 

• NAB TV Film Committee's 
Frederick S. Houwink, WMALTV, 

Washington asked syndicators to make 
uniform the legal form of contracts, 
said: As it now exists, station manage- 
ment must refer every contract to its 
legal counsel before signing. 

• A. James Ebel, KOLN-TV, 
Lincoln, urged there be less of a turn- 
over among film salesmen: A good 
film representative informs and 
serves as well as sells, Ebel noted. 

• Dwight W. Martin, WAFB- 
TV, Baton Rouge, noted that his sta- 
tion had set up three criteria to help 
them use film properly: (1) the prac- 
tice of varying film by classifying 
them, drama, comedy, etc.; (2) a pro- 
hibition against using a rerun on the 

The first advertisement 
announcing the sale of the 
famous lassie series for 
syndication appears in the 
front part of this magazine. 
So great has been the 
demand for this show that, 
prior to general release, 
these represent but a few of 
the hundred -plus markets 
from A to Z already sold! 

Cadillac, Mich WWTV 

Cape Girardeau, Mo KFVS 

Charleston, W. Va WCHS 

Chico, Calif KHSL 

Cleveland, Ohio WJW 

Colorado Springs, Colo. . . . KKTV 
Columbus, Ga WRBL 

For your market, contact 

Television Programs of America, Inc., 488 Madison Ave., New York 22 I 


in Middle Tennessee 

In 134 of 160 weekday quarter hours between 

9 A.M. and 5 P.M., WSIX is in First or 
Second place in Nashville's 3-station market!* 

AGAIN Channel S 
delivers more audience per dollar! 

The Highest-Rated 
night-time movie 
(55.3 share of audience) 
Rating: 25.3 

Represented by: 



The Highest-Rated 
live program — wrestling 
(50.5 share of audience) 
Rating: 26.6 

March 1958 ARB 


Indiana's 2nd Largest 
TV Market 



\ ii%/tation\ 16 o /o 7 



same night of a \seek. used for a first 
showing; and (3) the purchase of a 
sufficient variet) of film packages to 
varj the stars. 

\n analysis of Zi\ syndication spon- 
sors shows an increase of 38% in the 
number of drug and toiletries com- 

Some Ziv drug sponsors: Ster- 
ling Drug, Bristol-Myers. Procter 
& (ramble. 


• Early renewals on CNP's Silent 
Service are to Sohlitz Brewing, in 
Chicago: Shaefer Brewing and 
Robert Burns, Boston; General 
Cigar, San Francisco; Natural Gas 
in Pittsburgh, Society for Savings, 
Cleveland; O'Keefe Brewing, Buffalo 
and Carthage; Lee Optical, San 
Antonio; Scboenling Brewing, Day- 
ton: Manufacturer's Light & Heat 
Co., Wheeling; and Pine State 
Creamery, Raleigh- Durham. 

In addition, there have been 13 sta- 
tion sales. 

• Ziv's Economee division for 
re-run station sales had a 67% 
increase in gross billings during the 
first four months of 1958, over the 
similar period last year. 

Heaviest sales have been on Science 
Fiction Theater. I Led Three Lives and 
Dr. Christian. 

• Seven station sales were made this 
week on Gross-Krasne"s African Patrol. 
Five of the seven were made at the 
NAB convention. 

• AAP, too. had a good convention 
sales picture. Four stations bought 
both the Vanguard and Jupiter |>a< k- 
ages, one station bought just the 
Jupiter, and four stations purchased 
segments of the Gold Mine IJbrary. 

WPIX, New York, is the latest 
entry into the syndication busi- 

Station will peddle its Russian Revo- 
lution, which came up with impressive 
ratings in New York, and an upcoming 
film, Private Life of a Dictator, to sta- 
tions throughout the U.S. and Canada. 

Under production: Writer Robert 
Blees and producer Gilbert Laurence 
are preparing a new series, Trail of the 
White Poppy, based on exploits of the 
Narcotics Bureau . . . Barbary Coast 
will be the firsl Beries of Allied Artists' 
subsidiary, Interstate TV. Series is 


is the 

*27 th 


and only 







it. b.c. itetwobe: 

Affiliated with Radio Stations 
WSAZ. Huntington 6. WKAZ. Charleston 

C TOM GARTEN. Commercial Manager 
Represented by The Katz Agency 

!_-, SALES IN 











i m' 9 - ' JJ 







KM SO Ch 13 


• 42,000 TV HOMES 








Are you bothered by the thought that your audiences could be bigger, your sales higher and 
your profits rosier? 

A number of aggressive radio and television station operators are taking advantage of a 
unique package service that integrates sales and audience promotion, research, merchan- 
dising, advertising and publicity in an overall battle plan to increase ratings and revenue. 

The Wexton Company, Inc., specialist for 11 years in broadcast promotion, offers this com- 
prehensive service on an exclusive basis to one TV, one AM and one FM station in each market. 

By pooling the industry's top promotion, merchandising and advertising talent under the 
direction of John H. Eckstein, formerly Director of Advertising and Promotion of the 
American Broadcasting Company, Wexton insures against hit-or-miss handling of these 
vital activities — works as an integral part of the station-rep team. 

The following services are available to Wexton clients: 

AUDIENCE PROMOTION (jingles, con- 
tests, premiums, local ads, ID's, local publicity I 

RESEARCH (audience and market studies) 

SALES PROMOTION (presentations, includ- 
ing film and slide, sales kits, data files, direct mail ) 


MERCHANDISING (point-of-sale, tie-ins, 
merchandising strategy and materials) 

PRODUCTION (station breaks, commercials, 
programs ) 

PUBLICITY (clearing house for receiving — 
via special teletype circuit — and placing day-by- 
day news releases from stations; developing fea- 
ture stories, special events, personal appearances ) 

Markets already serviced by Wexton: Buffalo 
New York, Pittsburgh, Rochester, Joplin, Scran- 
ton — Wilkes-Barre, Harrisonburg, Clarksburg, 
Parkersburg, Akron, Providence, Monroe, 

To find out how you can increase your ratings and 
revenue on a reasonable budget, contact : 


Broadcast Promotion and Advertising 
444 Madison Avenue, New York, N. Y., MUrray Hill 8-4050 

SPONSOR • 10 MAY 1958 

being produced in conjunction with 
\B(. . . . Sonia Heme will be starred 
in a new scries of 90-minute variety 
Elms being produced 1>\ former \\ ide 
Wide Worlder Alan Neuman. 

kudos: Albert G. Hartigan, ABC 
Film account executive, has been 
named alumnus of the year, by 
Syracuse I niversity'a Radio and TV 
Center . . . CBS TV Films newsfilm 
team of Frank Kearns and Yousef 
Masraff received top awards from the 
Overseas Press Club. 

New feature packages: Screen Gems 
is releasing two new groupings; 78 
two-reelers starring the Three Stooges: 
and a new Shock package of 20 films, 
to be called Son of Shock . . . Acade- 
my Award winner La Strada head- 
lines a new package of seven fea- 
tures to be released by Trans-Lux 
TV. The films will go to tv following 
completion of current theatrical en- 

Strictly personnel: Dalton Danon, 

appointed western division manager, 

Guild Films . . . Paul Weiss, named 
to sales staff of Gross-Krasne's new 
Minneapolis office . . . Jim Schulke. 
v.p. and general manager of Para- 
mount's Sunset Corp., has been named 
v.p. in charge of Paramount TV Pro- 

Robert Morin has joined MGM-TV 
as sales executive . . . Wilbur T. 
Blume, to Monopegic Productions as 
production head . . . Robert Lang, 
named account executive in NTA's 
west coast division . . . Sidney Yal- 
len, appointed vice-president, Bentley 

Also added: Max Brown, named 
office manager, NTA . . . Joseph J. 
Doyle, promoted to booking supervi- 
sor, Guild Films . . . Leonard 
Bogdanoff , to Bernard L. Shubert and 
Telestar Films as comptroller. 

TPA this week added five account 
executives, including: S h e r 1 e e 
Barish, Edward I. Adler, Tom 
Privette, Edwin D. Staub, and 
Bryan D. Stoner. In addition Jose 
Garcia was named Puerto Rico sales 

The first advertisement 
announcing the sale of the 
famous lassie series for 
syndication appears in the 
front part of this magazine. 
So great has been the 
demand for this show that, 
prior to general release, 
these represent but a few of 
the hundred -plus markets 
from A to Z already sold! 

Las Vegas, Nev KLRJ 

Lebanon, Pa WLBR 

Lincoln, Neb KOLN 

Los Angeles, Calif KTTV 

For your market, contact 

Television Programs of America, Inc., 

I Madison Ave., New York 22 


The Center for Research and Mar- 
keting, Inc., announces a program 
for measuring "the degree to 
which a tv commercial is com- 
municating its major sales mes- 

The test areas : communications 
I, what content comes across) ; assimi- 
lation ( what it means and how im- 
portant it is in the context of the con- 
sumers' needs, motives, and emotions) 
and credibility (whether or not it is 
actually or potentially believable with- 
in the framework of the product itself 
and the life experience of the viewer). 

Storyboard Reports has set up a 
new air check service for tv and 

Method: Both pictures and sounds 
of tv commercials are taken off the air, 
and presented to clients in the form of 
a storyboard — an actual photo of each 
change of scene with the accompany- 
ing audio alongside it. The entire 
commercial is on one sheet of paper. 
New Commercials : A series of three 
testimonial tv commercials produced 
by Wilding Picture Productions, 
Chicago, for FC&B and its client, 
Mercury-Edsel-Lincoln div. of Ford. 

In time for a spring promotional 
campaign, the Edsel theme is "Swing 
Time Push." 

Stan Freberg is doing a series of 
Plymouth radio commercials via 

Awards: To Academy Pictures by 
the New York Art Directors Club 

Live action and animated color com- 
mercial for Timken Roller Bear- 
ings (BBDO), a distinctive award 
. . . Animated color commercial for 
Union Carbide (J. M. Mathes). a 
merit award. More awards: To the 
Gardiner Advertising Agency, Salt 
Lake City, for three live tv commer- 
cials produced for Cook's Tea & 
Coffee, by the National Federation of 
Ad Agencies meeting in California. 


Tv stations represented by Katz 
are cooperating in gathering spe- 
cialized market information re- 
quested by agencies and advertis- 

SPONSOR • 10 MAY 1958 

Meet Joe Patrick! 

A A 

K(F)A B 


Joe Patrick is another KFABulous factor in 
the big trend to KFAB in the Big Omaha Market. 
Joe is the genial emcee (7:00-9:00 a.m.) of 
Omaha's most provocative morning program, 
"The Morning Watch." He also has the top-rated 
sports programs in a new Pulse Area Survey of 
half -million radio homes. 

Top personalities like Joe Patrick, combined 
with fresh, new program ideas and features, have 
made KFAB by far the best buy in Omaha radio. 
A Petry man will be glad to give you all the 
KFABulous facts... so will KFAB's General Sales 
Manager, E. R. Morrison. 


Affiliated with COLOR 1 
Represented by EDWARD PETRY 

SPONSOR • 10 MAY 1958 

In the initial surve) of this kind 
WOOD-TV, Grand Rapids, polled view- 
ers of its sports show on their sports 
goods buving habits and preferences. 
The data had been requested by a rifle 
and ammunition manufacturer. 

Reports* from the videotape front: 

• KDKA-TV. Pittsburgh, 

launched its newly acquired Ampex 
VR-1000 tape recorder last week with 
a taping <>f the arrival of the Pirates. 

• KYW-TV, Cleveland, is ready 
to use its Videotape Recorder on the 
stations new science and engineering 
sei ies, Breakthrough. 

In an address at the general ses- 
sion of the annual convention of 
American Women in Radio and 
Television in S.F., Donald McGan- 
non, president. Westinghouse Broad- 
casting Co.. suggested: 

"It might be wise to let more of the 
•feminine touch' flavor commer- 
cial programing . . . for women best 
understand the motivations to which 
other women respond . . ." 

Educational tv: 

• WTOP-TV, Washington, D. 

C, offers a series of live practical edu- 
cational programs. The first subject 
will be shorthand. Title of the series 
is Classroom 9: Shorthand. 

• WJZ-TV, Baltimore, along with 
the student tv workshop of Morgan 
State College, produces a new series 
entitled Morgan State '58. The first 
program will feature "A Look Into 

"Buy Now" campaigns hits tv: 
KTTV, L.A., airs daily reports call- 
ing attention to local business and in- 
dustries who are proving that "busi- 
ness is better" . . . WITI-TV, Mil- 
waukee, starts it's "business is good" 
theme with a series of slides showing 
optimistic, factual business informa- 


KOFI, Kalispell, Montana, thinks 
that its proof that radio can still 
pay against all kinds of odds. 

Within a depressed market the sta- 
tion in 30 months has doubled its 
studio space, doubled its staff, tripled 

The first advertisement 
announcing the sale of the 
famous lassie series for 
syndication appears in the 
front part of this magazine. 
So great has been the 
demand for this show that, 
prior to general release, 
these represent but a few of 
the hundred -plus markets 
from A to Z already sold! 

Madison, Wis WKOW 

Medford, Ore KBES 

Miami, Fla WTVJ 

Minot, N. D KMOT 

Montgomery, Ala WSFA 

For your market, contact 

Television Programs of America, Inc., 4 

I Madison Ave., New York 22 

its power and seen the local tv station 

Boasts the KOFI management: "A 
vital part of the station's growth has 
been rigid adherence to a ratecard, 
no double spotting, no double 
billing and a mature middle-of-the- 
road programing. 

Radio broadcasters should talk in 
terms of the total audience over a 
month, instead of talking in terms 
of ratings, said E. K. Harten- 
bower, general manager, KCMO, Kan- 
sas City and chairman of NAB's radio 
research committee, at the NAB con- 

Other panelists included: George 
Blechta, v. p. and eastern sales man- 
ager, Nielsen: Edward Hynes, Jr., 
president. Trendex: Dr. Sidney Ros- 
low„ director. Pulse: Frank Stisser, 
v.p., Hooper. 

"Buy Now" campaigns continue: 

• KELO, Sioux Falls, under the 
slogan of "the Bellringer campaign" 
emphasizes the bright side of the 
economic picture. This idea was 
adopted by the Advertising Coun- 
cil for recommendation to all 
radio stations. 

• WKAB, Mobile, conducts daily 
two-minute taped interviews with 
leading business men. to be aired every 

• WNEW, New York, is trans 
lating the "buy now" theme into pop 
music, with the reminder that the key 
to economic recovery is buying. Lonny 
Starr, d.j. on Music Hall devotes a 
quarter hour to "BUY BUY blues" 
songs, like . . . 'TLL Buy You A Star", 
"BUY A Paper Doll," etc. 

What the convention-busy agency 
men may have missed: All L.A. 
radio stations ran spots welcoming 
NAB conventioners, but KFWB ran an 
added attraction — announcements by a 
sexy-sounding. husk\ -voiced gal greet- 
ing ageiH\ personnel there by name. 

Promoting National Radio Month: 
KMOX, St. Louis, conducts a lis- 
tener contest on "I like KMOX be- 
cause", awarding radios to the winners 
. . . The Flint Radio Broadcasters 
Association holds a "I like radio close 
to me because" contest . . . WWJ, 
Detroit, will feature week-to-week var- 
iations emphasizing the different roles 

10 MAY 1958 

radio plays in the life of the individual, 
the community and the nation. 
New Company: Gilson Broad- 
casting, Inc., Cal., was formed this 
week with Lee Gillette as president; 
Ken Nelson, secretary-treasurer; Frank 
Carlson, v.p. 

New Owners: KIST, Santa Bar- 
bara, sold to a group headed by Karl 
Rembe, general manager of the station. 
The purchase is subject to FCC ap- 
proval . . *. Stark Broadcasting 
Corp., operators of WCMW, Canton, 
Ind., purchased WARU, Wabash . . . 
subject to FCC approval. 

First Multiplexing operation in 
San Diego : KITT, a new FM station. 
(Multiplexing is a new electronic mar- 
vel enabling an FM station to put 
three separate program services on the 
air at the same time over the same 

Some station sidelights: WNTA, 
Newark, will broadcast language 
lessons for tourists travelling abroad 
. . . KAKC, Tulsa, is offering a free 
wake-up service to anyone in the city. 
This service operates on a 24-hour-a- 
day basis by station staff members . . . 
WINS, New York, is looking for a 
pooped pooch to send to Miami for a 
vacation. Two humans will be allowed 
to accompany it. 

Personnel appointments : Frank 
Droege, account executive, WSAI, 
Cincinnati . . . Alan Allen, appointed 
production writing head, KFMB, San 
Diego . . . Eugene Corrigan, Jr., 
named manager, WTAL, Tallahassee . . . 
James Dowell, appointed v.p. and 
general manager, KIOA, Des Moines 
. . . Edwin Roberts, advertising di- 
rector, Washington Post Broadcast Div. 
. . . Edward W. Hearn, account ex- 
ecutive, WFBR, Baltimore . . . Tom 
North and John Olson as account ex- 
executives, KGLA-FM, Los Angeles . . . 
Bud Haggart to the staff of WWJ, De- 
troit . . . Don Chase, sales manager; 
Richard Thompson, operations di- 
rector; and Bob West to the staff of 
KBAB, San Diego . . . Paul Carey, 
assistant sports director, WJR, Detroit 
. . . Charles Klug named FM coordi- 
nator for Westinghouse Broadcasting 
Co. . . . George Fee, appointed sta- 
tion manager, WALT, Tampa. . . . 
William Rolley, appointed sales de- 
velopment director, WCAU, Philadel- 
phia. ^ 

The first advertisement 
announcing the sale of the 
famous lassie series for 
syndication appears in the 
front part of this magazine. 
So great has been the 
demand for this show that, 
prior to general release, 
these represent but a few of 
the hundred -plus markets 
from A to Z already sold! 

New Haven-Hartford, Conn. . WNHC 

New Orleans, La WDSU 

New York, N.Y WPIX 

For your market, contact 

Television Programs of America, Inc., 488 Madison Ave., New York 22 




1 ST PULSE OCT. 1957 

more quarter hour firsts 

6:00 a.m. to midnight 

51st Market population* 

45th Market Retail Sales* 

22nd Market Sales Per 



El Centro - Imperial 
Over 50% of 
Audience for 31 

(Every Survey) 

Nation's 7th Farm County 


Kep — /vAcOauren-Quinn t 
Howard Haman, V.P. 


Rep — Raymer or 
Riley Gibson, Pres. KXO-KXOA 

Haydn R. Evans, Gen. Mgr. Rep. Weed Television 

For outstanding Service to Wis- 
consin and Michigan Agriculture* 
. . .The Land of Milk and J^bney 
*and named runner-up nationally by 
the American Farm Bureau Federation 
WBAY Channel 2 Green Bay, Wis. 


What's happening in U. S. Government 
that affects sponsors, agencies, stations 


The networks are on notice that they must prepare to send their top officials 
to Washington again. 

A definite date has been set for hearings on a bill which would put the webs under FCC 
regulation on the same basis that stations are now regulated. The sessions start 2 June. 

The bill was introduced by Sen. John Bricker (R., Ohio), ranking minority member of 
the Senate Commerce Committee. But Bricker doesn't have much support for the bill within 
the committee. 

Nevertheless, the hearings will be full-dress affairs and will call for the expensive attend- 
ance of the best network brains. 

The date was earlier than had been expected. With the FCC far, far from the report 
stage on its own network investigation, the Committee can hardly expect to get much in the 
way of definitive testimony from the commissioners. 

This, in turn, will slow up the Senate Committee's own deliberations. It isn't in the 
cards for the Bricker bill to make any progress this year. After which the bill will die and 
will have to be reintroduced next year. 

Before the network hearings the same Senate Commerce Committee will hold 
hearings starting 27 May on TV allocations problems. 

Probably at the series of dates starting 27 May, there will only be time for the FCC to 
be heard. The committee issued an interim report on allocations last year. It called for FCC 
consideration of a shift of all TV to the UHF band. It also wanted selective deinter- 
mixture considered. 

The FCC issued an order just before that report in which it was stated that these alter- 
natives would be considered, and the report applauded that decision. Since that time, both 
methods have been allowed to die on the vine. 

Rep. Oren Harris (D., Ark.), chairman of the House Commerce Legislative 
Oversight subcommittee, indicated that group is far from finished with its probe 
of the FCC. 

In a speech before the Washington Bar Association, Harris raised a threat to many, many 
TV licenses. He noted that illegal contacts with Commissioners had been made in many 
contested TV cases. He raised the question of whether these licenses should not be voided. 

He also spoke of questionable conduct by more than one FCC commissioner, and insisted 
that public confidence in the FCC must be restored. 

Notwithstanding what might have been an implication in the Harris speech, President 
Eisenhower nominated Robert T. Bartley for reappointment to another 7-year-term 
on the Commission. The Texas Democrat is a nephew of House Speaker Sam Rayburn 
(D., Tex.). 

It is the Senate Commerce Committee which will have to pass on the Bartley renomina- 
tion and confirmation is considered certain. 

AS CAP has its troubles. 

BMI this week unleashed another army of witnesses at Senate Commerce Committee hear- 
ings on the ASCAP charges against BMI. 

In the House the Small Business Subcommittee, headed by Rep. James Roosevelt (D., 
Calif.), called on the Justice Department to probe whether ASCAP has been guilty of anti- 
trust law violations. 

SPONSOR • 10 MAY 1958 


A round-up of trade talks, 
trends and tips for admen 


10 MAY 1958 Network tv programing tliis fall coultl take a sharp turn in the direction of the 

Coe>Tlght 1958 . , . 


The new Garry Moore Show, which CBS TV is offering at $59,000 gross per half hour, 
will contain such routines as a clog that tapdanees and a rabbit that shoots a bow and 


NBC Radio speechmakers playing the luncheon circuit these days have evolved this 
cheery thesis. 

If network radio could pick itself up from the floor and stage the comeback it has. 
then there's every chance the same thing will happen to the American economy. 

Admen who had been gunning for the $6-miIlion Frigidaire business posed this 
query across luncheon tables this week: 

If Grey gets the account, will it have to give up its RCA connections? (RCA 

holds stock in Whirlpool and is also in the cooking-range field.) 

Revlon will take another stab at turning out an acceptable kine of the bingo 
gimmick, Bid and Buy, that it hopes to use as a summer replacement for the $64,000 

CBS TV turned down the original audition version as substandard. 

Emerson Foote's return to McCann-Erickson has started a flow of speculative 
forecasts along these lines: 

1) Terry Clyne may leave to take a post at Bulova. 

2) Tom McAvity is slated for a top corporate spot on tv programing. 

A Park Avenue agency had a research organization do a viewer profile on en- 
thusiasts of bingo programs. 

A thumbnail of the findings: The audience was overwhelmingly 1) in the upper age 
brackets, 2) in the low income group, and 3) of quite limited education. 
Added observation: Their range of social activity is very restricted. 

It may sound like dreamstuff right now, but the years aren't far off when the soaps 
and detergents could feel the effects of another great turn in the home appliance 

Economically-priced automatic clothes washers and dishwashers that clean ami disin- 
fect electronically. 

Watch for one of the appliance giants to market such a portable dishwasher within 
about a year. 

Reports of looming account switches stepped up in volume this week. 

Among those mentioned were: the chemical division of Eastman Kodak ($1.4 mil- 
lion) ; Goodyear Tire (with Compton as the bidder) ; and a slice of the Westinghouse 
appliance empire. 

Additional scuttlebutt: Relations between Coca-Cola (the dealer section) again are at 
tin- Btraining point. 

68 SPONSOR • 10 MAY 1958 

SPONSOR • 10 MAY 1958 

WGR-TV now leads all Buffalo stations with 
the largest share of the viewing audience 
from sign-on to sign-off seven days a week. 
Source: ARB. ABC Affiliate. Call Peters, 
Griffin, Woodward for availabilities. 






\(*}^ WROC -TV, Rochester • WGR Radio, WGR-TV, 

o • WSVA Radio, 




ARB — Nielson prove it! 
Ask your Petry man for details 

*. . . 46 counties and 
NBC parishes in East Texas, 

South Arkansas and North- 
ABC we st Louisiana. 


siiiua EPORT, i <>i tSl \\\ 
E. Newton Wroy, Pres. & Gen. Mgr. 


{Cont'd from page 28) 

nouncements. For example, if a sta- 
tion lias a hard time selling ID's, it's 
unin^ id sej n|> a separate classifica- 
tion for IDV 

Since ihf rate card jungle is 1 , in the 
final anal\ >i<. a \\a\ of cnmini: up H illi 
competitive cost-per-1,000 figures, the 
proposal to set cost-per- 1,000 guar- 
antees has been made more than once. 

Such a guarantee would simplify the 
rate card to a fare-thee-weU. There 
would, presumably, be little left of the 
rate card in the traditional sense. All 
that would he necessary would be a 
basic cost-per-1.000 figure for each of 
the various program and announce- 
ment lengths plus frequency or dollar 
volume discounts. 

While the idea is beguiling on the 
surface, nearly all stations are dead 
set against it. In the first place, it's 
regarded as abject surrender to the 
principle that the number of people 
viewing a tv program is the only mea- 
sure of its advertising effectiveness. 
Secondly, there's not enough confi- 
dence in the rating services. Stations' 
opinions on sample size and the de- 
gree of audience fluctuation shown 
from one report to another and within 
the same report are too well known to 
bear repeating. 

Cost-per-1,000 guarantees have been 
tried, hut they've been usually out of 
desperation so that a real test of their 
workability has never been made. 

One rate card problem is the reluc- 
tance of stations to tamper with the 
"basic rate," used in the frequency dis- 
count tables. When stations had a hard 
time selling daytime, instead of chang- 
ing the 50% traditional ratio of Class 
"C" to Class "A," they set up package 
plans with discounts of 40 and 50% 
weekly off the one-time Class "C" rate. 
This compared with a smaller maxi- 
mum discount (usually about 25%) 
for buying 260 announcements. 

It is true that the frequency discount 
tables provided little incentive for buy- 
ing short bursts of a dozen or two 
dozen announcements. However, the 
stations could have, it is pointed out, 
converted these tables to a weekly 
basis in response to the prevailing de- 
mand and then added a simple dis- 
count structure to reward long-term 

While the same problems of rate 
complexity exist in radio, the fact that 
announcement buying is the prevail- 

ing mode has helped pave the way for 
simpler cards. Blair has been a pio- 
neer in this work and about two dozen 
of its stations now have brief rate 
(aids almost identical in format. 

The Blair format neatly provides for 
a radio rate card that is basically com- 
prised of three sections: 

• Traffic time announcement rates: 
These usually cover 6:00-9:00 a.m. and 
4:00-7:00 p.m. Monday-through-Fri- 
da\ or Monday -through -Saturday. 
There is a price for less than six rotat- 
ing announcements per week, one for 
six or more (at least one a day) rotat- 
ing announcements and a premium 
price for fixed position. Sometimes 
morning and evening have separate 
rates and sometimes the same. 

• Other times: Announcement rates 
here are usually dubbed Impact Plans 
by the Blair stations. There are prices 
for 12, 24, 48 and 96 announcements 
weekly. Here. too. morning and e\e- 
ning rates are sometimes identical and 
sometimes different. 

• Newscasts: Announcement rates 
are divided into traffic and non-traffic 
times with separate prices for one a 
day or more and less than one a day. 

ID's are usually 50' < of the ap- 
plicable minute rate but may not be 
combined with other buys for estab- 
lishing frequency discounts. Impact 
Plan announcements scheduled in traf- 
fic times are counted in figuring out 
Impact Plan frequency discounts. Six- 
month rate protection is the rule. 
There are no rates for program buys. 
In the event this unusual type of radio 
buy is sought, advertisers must contact 
the station or rep. . 

There is little likelihood of tv sta- 
tions coming up with rate cards as 
beautifully simple as the Blair card. 
For one thing, tv stations have to cover 
time charges for programing. For an- 
other,, there is greater fluctuation in tv 
audiences than in radio. Finally, the 
higher costs of tv make differences in 
rate classification an important matter. 

One step NBC's Sugg would like to 
see taken is the setting up of a code 
of ethics covering rates. One reason, 
nobody needs be told, is the occasional 
practice of stations in setting up spe- 
cial plans for advertisers without pub- 
lishing them. A code, he said, would 
not only simplify the rate card situa- 
tion but remove the cloud of uncer- 
tainty that sometimes hovers over the 
broadcast business and brings buyer 
and seller into tough horse-trading 
over the bargaining table. ^ 

SPONSOR • 10 MAY 1958 





Jan. 12-18,1958 

KOLN-TV is TOPS on the 10 P.M. NEWS. Sunday through 
Saturday, the picture is as follows: 









(1 0:00 News) 








Omaha Sta. B 
(10:00 News) 








Omaha Sta. C 
(10:00 News) 








Omaha Sta. D 









9Vw@ety}>i9 ? Mt<m0 


Nebraska has only two big television markets — and 
it takes TWO stations to cover them both. 
KOLN-TV is your only satisfactory outlet for Lincoln- 
Land — 232,397 sets in 69 counties. All surveys prove 
that KOLN-TV is essential in this area. 
Ask Avery-Knodel for complete market and coverage 
data on KOLN-TV, the Official Basic CBS Outlet for 
South Central Nebraska and Northern Kansas. 

CHANNEL 10 • 316,000 WATTS • 1000- FT. TOWER 


Avery-Knodel, Inc., Exclusive National Representatives 

SPONSOR • 10 MAY 1958 


I Cont'd from page 38 I 

o9(> kid;* who had sent in a label with 
an entr\ Darning the car. and received 
nothing. The premium step was in- 
serted to take care of the losers. 

Besides giving the original losing 
entrants a chance to win a prize, this 
phase of the promotion built more new 
• ustomers and caused most of the orig- 
inal 19.001) to buy another package in 
order to get the label for the premium. 

The fourth phase is currently run- 
ning. Now the product is in the home. 
The children are aware of the brand 
name; so, too, are the parents who 
have probably helped fill out blanks 
once or twice. 

"By this time the contest entrants 
have forgotten the contest," says Ric- 
chiuto. "The premium winners have 
stopped playing with the gun. So we 
must introduce the memory factor, by 
having the show personality continue 
to eat the product. And we must trans- 
fer the idea of continuing to buy the 

The vehicle for this is a new ani- 
mated character, called "The Bwight 
Li'l Kid." This is a studious-looking, 
Lord Fauntleroy-type little boy, but 
self-admittedly savvy. He is presented 
as superior to his child contempo- 
raries, yet, it is believed, not obnox- 
iously so. It's a difficult character to 

How long will this fourth step be 
maintained? "Stahl-Meyer keeps a 
dail) check on sales figures," Ricchiuto 
notes. "As long as the animated por- 
tion maintains its effectiveness, we'll 
continue to use it." 

The schedule calls for 11 one-minute 
participations a week, spread over four 
shows. Three a week are scheduled on 
Terry-Toons, with Claude Kirschner on 
WOR-TV; Time for Fun, with Johnny 
Jellybean on WABC-TV; and the 
Sandy Becker Show on WABD. Two a 
week run on Wonderama with Herb 
Sheldon on WABD. 

In contrast to this the Ferris cam- 
paign, uhirli began on 27 November 
last year, has an entirely different fo- 
cus. The appeal here is to adults; in- 
deed the voice used for the commer- 
cials is that of Kenny Delmar, as Sen- 
atoi Claghorn. It assumes listeners 
will identify the Senator with the late 
Fred Allen's classic "Allen's Alley." 

I Be of I (dinar's Claghorn character 
is to >uggest a Southern invitation to 
gracious hospitality, as well as a re- 

affirmation of the meats' hill-country 
appetite appeal. The Senator is now 
spokesman for the Ferris brand — on 
radio and in newspapers, and at com- 
pany sales meetings. 

"\\ c were looking," reports Frank 
Guthrie, Stahl-Meyer's vice-president 
in charge of sales and advertising, "for 
a distinctively American theme to con- 
vey the idea that an American product 
prepared for American tastes is pref- 
erable to an imported canned ham. At 
the same time we wanted to forcibly 
remind the public that Ferris hams 
and bacon are hickory smoked the 
old-fashioned way . . . that they are 
worth a slightly higher price because 
of premium quality." 

Holidays are the backbone of Ferris 
ham sales. Its bacon moves well 
throughout the year, and, of course, 
some ham is sold regularly. 

The Claghorn campaign was intro- 
duced the month before Christmas. 
For the first four weeks some 97 one- 
minute spots ran weekly on seven ra- 
dio stations in New York and vicinity. 
After Christmas the campaign dropped 
to about 18 spots a week on two sta- 
tions. A similar pattern occurred at 

"Results of the Ferris radio promo- 
tion have been excellent," reports ad 
manager Hoedt. "Each successive 
holiday promotion has set new sales 
records, and intervening periods reach 
higher base levels. We expect to set 
all-time high sales figures for each of 
the holidays in 1958." 

Retail food dealers, whether chain 
stores or independents, traditionally 
are anxious for packer support by ad- 
vertising to consumers. It's common 
for salesmen calling on the retail trade 
to carry around tear sheets of recent 
print ads to prove such support. 

With a majority of his ad budget 
going into air media, Hoedt was un- 
able to supply his salesmen with this 
type of documentation. Se he has 
devised a system of preparing bro- 
chures before each major promotion 
for each product line. The brochure 
explains what the theme and content 
of the promotion will be, and lists the 
heavy support it will be given, by 
showing the air media schedules. 

Though somewhat unusual, the 
heavy-weighted air campaign for Stahl- 
Meyer is working out well. It permits 
the company to make a sizable splash 
in a major market, on a relatively 
modest budget. And, most important- 
ly, it's paying off in sales. ^ 


{Cont'd from page 31) 

ers per car) . Nielsen also has scotched 
the "everyone's - watching - tv - at - night- 
so-who's-to-listen?" myth by uncover- 
ing such evidence that the cumulative 
radio audience in a week comes close 
to half the cume tv audience. 

The quality of the nighttime radio 
audience, often questioned bv adver- 
tisers, has also been proved by NBC 
Radio Spot Sales based on research by 
The Pulse last November. On such 
scores as auto ownership, socio-eco- 
nomic level, tv ownership, age of 
housewife, education of head of the 
house, and family size, the nighttime 
radio family was demonstrated to 
equal in quality the daytime radio fam- 
ily. The survey was conducted in 
three major markets: New York, Chi- 
cago and San Francisco. 

The Radio Advertising Bureau has 
reported that 63.4% of all U. S. fami- 
lies listen to radio at home at night. 

A Peters, Griffin, Woodward pres- 
entation based on a study of 23 sta- 
tions representing 31% of total radio 
homes show ed that in "prime"' da\ time 
traffic periods radio reaches 786,611 
families in and out of homes while 
nighttime radio delivers 650,511. Yet 
the cost-per- 1,000 between 6:30 and 
9 a.m. is 80c 1 against 73** between 6 
and 10 p.m. 

A study by The Pulse showed 10 to 
15% more listeners per radio set at 
night than in "prime" 7 to 9 a.m. 
period and 30% more than in after- 

Perhaps no more dramatic proofs 
of nighttime radio's performance for 
advertisers has been offered than the 
continuing series of tests run by RAB. 
These tests which advertised with 
nighttime commercials on stations in 
markets to which the product adver- 
tised was not only a stranger but com- 
pletely unobtainable all showed a high 
incidence of recall when people were 
later stopped in the street and ques- 
tioned about what they had heard. 
Typical was the experiment in San 
Diego (where nobody buys coal; aver- 
age temperature 59°). RAB ran a 
radio jingle for Blue Coal exclusively 
in the night schedule of KFMB. After 
the last of 52 announcements were 
aired, a random check of San Diego- 
ans turned up the fact that 11% re- 
called the ads, many could sing back 
the jingle. ^ 

SPONSOR • 10 MAY 1958 

In Rochester, N. Y. 

All of the 



Favorite Radio Shows 
are heard on 



sfc Out of 72 competitive 
quarter hours, WHEC rates 
58 firsts and 3 ties for 1st! 

all this . . . and HONORS, too! 


We\ew "Avex\\ \ 


wi attest Clock. 


Edward R. 


Lowell Thomas 


* Rochester Metropolitan Pulse, Oct., 1957 

SPONSOR • 10 MAY 1958 

. . . that's how many times 
Dave Campbell figures he has 
heard the salutation, "Hello, 
Dave',' as listeners phone him 
to air their pet peeves and 
ideas on his popular, award- 
winning show, "The People 

These same words greet 
Dave as he makes calls to 
sportsmen in leading hunting 
and fishing areas throughout 
the state on "Sports Out- 

His warm, genial personal- 
ity and sincere interest in peo- 
ple and their problems make 
a personal friend to his 
listeners. Why not let 
deliver your clients' sales 

Alabama's Oldest Station 
Alabama's Newest Program 



The NEW Voice of Alabama 

Tv and radio 

Paul A. Louis has been named vice presi- 
dent in charge of network relations and 
programing for the Leo Burnett Company's 
New York office. He joined Burnett in 
1956 as a vice president in the broadcast- 
ing program division, where he specialized 
in radio and tv programing at the agency's 
Chicago headquarters. Louis began his ca- 
reer in broadcasting in 1932 as a writer 
and producer for NBC, Chicago. Later he came to New York to 
join CBS where he handled the radio activities for the network's 
Columbia Concert Corp. During his seven-year tenure at CBS he 
was in charge of the opera and concert schedules. Louis first focused 
his interest on the ad agency when he joined D'Arcy Advertising as 
v.p. in charge of broadcasting activities, where he is credited with the 
production of the Ken Murray Show and the Walt Disney spectacular. 

John Crogan's appointment as vice presi- 
dent in charge of radio programing has 
pointed up Du Mont's interest in radio ex- 
pansion. Further evidence of this interest 
is Du Mont's FCC-approved acquisition of 
WHK, Cleveland, (the first of a series). 
Grogan began his career in broadcasting 
at KNBC-TV. Kansas City, where he was 
staff announcer. In 1945 he joined WNEW. 
New York, as a director and was later appointed production manager. 
After a tour as production manager for WRCA-TV, he moved in 
1953 to William Esty where he was producer-director for the Camel 
Caravan. In 1955 he returned to WNEW as program manager, then 
shifted to WABD in June 1957. 

a Leon H. Lowenthal has been appointed 
general manager of WKRC-FM, Cincinnati. 
The move is indicative of the comeback of 
fm. What has actually happened is this: 
The WKRC ownership has not only em- 
barked on an expansion of its fm facilities 
but separated the operation of fm from 
am. Lowenthal's background: He was vice 
president and general manager of Musicast, 
Inc.. for the past two years, specializing in the commercial broad- 
casting of background music. He was also in the retail record field 
as an executive and buyer. WKRC-FM will start a new format — 
a full 15-hour schedule of music — show hits and pop tunes during 
the day, classical music from (> p.m. t<> midnight. 

SPONSOR • 10 MAY 1958 


6 Jmu tk Aidtma in 60-2w{i 
f Vuwtk .AudwuA in 90-J)cufi 
and (jetiimj kodta event/ minute 

HOOPER, March, April, 1958 
TRENDEX, Feb., 1958 

St. Louis, Mo. 

JOHN F. BOX, JR., Executive Vice-President 

Never before in the 
history of St. Louis has a 
radio station scored 
such solid audience gains 
in such little time. 

St. Louis fell in love with 
Wonderful WIL Radio's 
bright, happy personalities 
. . . enjoyable music 
. . . complete news 
. .. 24-hours a day. 

WIL, now in its 37th-year, 
was reborn in 1958, when 
it became a 
Balaban Station. 

The result: 
Instantaneous Combustion, 

Yes, wonderful WIL is 
setting this great 
midwestern market on fire! 
So, get hot with WIL radio. 
Add Motion to Promotion! 
For instantaneous action, 
call John Box or 
your Adam Young man. 

Sold Nationally by 

One of the Balaban Stations . 

in tempo with the times 


Convention after thought 

You've undoubtedly been to those industry conventions 
where the industry's bright future is emphasized by speaker 
after speaker, where all is sweetness and light, where nothing 
lies ahead but hope and joy. You come back with the feeling 
that constructive accomplishment has been next to nil. 

The 36th annual convention of the National Association of 
Broadcasters in Los Angeles was anything but this. In fact, 
we're proud to be part of an industry which, above all else, 
is aware that it has problems and challenges — and is willing 
to face them openly, talk them out and seek a solution. 

You have only to look at the subject matter of several of 
the prominent speakers to see this. McCann-Erickson's 
Marion Harper could have talked about radio and television's 
great contribution to the economy — but he didn't. He said 
very frankly that the industry has a real job ahead, and it had 
better get down to doing it. 

CBS president Frank Stanton could have used the NAB 
rostrum as a platform for any one of a number of purposes, 
but with his usual objectivity, he called on radio and tv to 
fulfill its responsibility to the country and the public in keep- 
ing people informed on world issues. 

Even FCC chairman Doerfer could have offered a pacific 
message on the industry- — but he didn't; he took radio and 
tv to task, in effect, for not taking advantage of the right to 

This attitude of constructive criticism, of earnest effort to 
do what should and must be done, is typical of our industry. 
It is one of the reasons why broadcast media have grown 
faster and more mature in such a short period of time. It 
took print media many more years to accomplish the same 
thing — and there are some doubts even today about print 
media's maturity in light of its attitude toward competitive 

The NAB convention once again affirmed the stature of 
ilii- industry. All that is lacking is honest effort to resolve 
the problems before us, and judging from NAB members at 
the convention, that effort will most assuredly be forthcoming. 

THIS WE FIGHT FOR: Broadcasters have 
the right to editorialize, but some hesitate for 
fear of sponsor disapproval. Advertisers 
should make it clear they believe radio/tv has 
editorial rights — without any fear of reprisal. 


Butts: Those public ash trays New 
\ork City is installing along Madison 
Avenue are begging for gags. Best to 
date was this one by WMCA's d.j. 
team of Gallagher and O'Brien: 
Gallagher: Do people who work on 
Madison Avenue smoke more? Is that 
why the street was first to get those 
sidewalk ashtrays? 

o'brien : I don't think so. They're also 
very good for olive pits. 

Lucky: A few weeks ago, R. Clifton 
Daniel, manager of WCAE, Pittsburgh, 
was held up while parked for a red 
light. The thug slugged him with a 
pistol, stole his wallet and car. The 
car was recovered, but not the wallet. 
The other day, Pittsburgh police 
picked up several suspects, one of 
whom had Daniel's wallet and some 
cards and papers. Would Daniel come 
to No. 1 Station to identify the thief? 
Daniel couldn't make it. During the 
night, someone had stolen his car 
again. Troubles come not single spy 
but in battalions. 

Pop! Heading on news release from 
Gillette Safety Razor Co.: 
$1,300,000 in Advertising Support for 
Gillette's '58 Father's Day Promotion. 
As usual, Daddy gets the sharp edge. 

Quote: By CBS Radio's Galen Drake: 
"A wedding ring is a matrimonial 
tourniquet designed to stop circula- 

D.S.T: We heard this story attributed 
to a WNEW, New York, newscast : Out 
in Wisconsin, the d.j. of a radio station 
kept reminding listeners about every 
quarter hour on Saturday, 26 April, to 
be sure to turn their clocks ahead for 
Daylight Time that midnight. On 
Sunday the d.j. was late for work. 
He'd forgotten to turn his own clocks 

Up, psychos! From classified ad in 
the N. Y. Times.— "WANTED, persons 
with extrasensory, clairvoyant powers 
to appear on new TV series. . . ." 
Isn't that carrying "remote pickups" a 
little too far? 

How to: Quote from Charles F. Ad- 
ams, vice president of MacManus, 
John & Adams, Inc.— "When I decided 
to embark on an advertising career, I 
simply went to the head of one of the 
nation's largest advertising agencies 
and asked, "Do you suppose you could 
find a place in the organization for 
me, Dad?" 

It was 

ci 2T6clt 



^ .^k/ 

* For the full broadcast day, sign-on to sign-off, WRCA-TV's 
# share of audience in the first quarter of 1958 was up 17% 
over last year.* WRCA-TV's national sales for the first quarter 
were 17.5% greater than last year's. (*a R bjan.. FE b.. mar. 1957 vs^ 

We're now enjoying another great quarter. Come on along and 
sink your teeth into the juiciest market in the United States . . . 
with a schedule on the NBC leadership station in New York! 

WRCA-TV • 4 NEW YORK Sold by NBC Spot Sales 

■i26D-snn frrikisco ^! e I l ^ n i n n IfSn 

^t^^-i^ o i" « ui^q l| p U ^ n if 'fir' 

TJisriGixjE3iL J "y s^k.3sr prancisco 




Here is one of the truly great cities of the world. Sophisti- 
cation to satisfy the cosmopolite. Mecca for education, 
music, art. Western hub of business and finance. 

Ever alert to excitement, Golden Gate people will enjoy 
the new KYA . . . its companionable music, stimulating 
Games for Family Fun, its gaiety, reminiscences, vital- 
ity — all familiar to San Francisco's pattern of living. 
And for the added fillip, incisive news reports with 
terse, tart editorials. 

Uniquely San Francisco in composition and quality, this 
radio is a carefully researched programing bearing 
the Bartell Family stamp of scholarship, salesmanship, 

Boated /t...a*d$e&/t/ 


, In.-, for WOKY The KATZ Agei 

- o8 „ : 2 5°o°v ""o"?!' 

N B C RM 274 



17 MAY 1958 
t a copy • $3 a year 


t > ■ 

/BZ + WBZA is the only medium 
covering aH of New England. 


Represented by Peters, Griffin and Woodward 


ON TV IN 195S 

Fall buying has been 
slow to firm up this 
year due to client push 
for shorter contracts. 
Here's how top agencies 
cope with the problem 

Page 31 

Summer Preview: 
this year's radio 

Page 33 

Madison Avenue 
goes to a 

Page 36 

Why foreign 
cars are 
taking to the air 

Page 38 

Ever been to Mount Rushmore? 

2'/i million vacationers see it every year — and add 
$100 Million to Big Aggie Land's income 

Nice country, this part of Big Aggie Land. 
There's famous Mount Rushmore in the Black 
Hills. The busts sculptured on the faces of 
this mountain are fantastic in detail and carved 
to proportion of men 465 feet tall. There are 
mountain trout streams, championship golf 
courses, resorts and ranches, the famous Bad- 
lands National Parle, and outdoor camping 
sites. Yes, it's nice country. And 2'/ 2 million 
vacationers visit here every year. 

This tourist trade adds $100 million ar 
to the WNAX-570 market coverage are 
a plus factor WNAX-570 delivers to 
tisers. And radio means WNAX-570 
Aggie Land. 


America's 41st Radio Market 

Big Aggie Land is a major U. S. radio market 
even without the tourist bonus. WNAX-570 
NCS #2 Market Coverage Area takes in 175 
counties with 2,217,000 population, 609,590 
radio homes and over $2,400,000,000 in annual 
retail sales. The NCS #2 Daytime Weekly 
Circulation ranks Big Aggie Land as the 
country's 41st market. 

These are the facts on Big Aggie Land. This 
is the market covered by WNAX-570. Ask your 
Katz man for full details. 



Peoples Broadcasting Corporation 



We offer you a large share of 
the Northeastern Ohio buying audience 

You reach Northeastern Ohio's real 
buying audience through WGAR. 
Because WGAR surrounds your 
commercials with radio for grown- 
ups ... of all ages. 

For example, this fall, WGAR pre- 
sents professional football at its excit- 
ing best featuring the Cleveland 
Browns. Dynamically reported for 
Northeastern Ohio's big sports-minded 
radio audience by top sportscaster Bill 

McColgan . . . whose colorful game 
descriptions are seats on the 50-yard 
line for thousands of the Browns' faith- 
ful and enthusiastic fans. 
WGAR maintains this policy in all 
its programming . . . good music . . . 
variety shows . . . sports . . . accurate 
news coverage . . . drama — featuring 
performers from top CBS talent. 
So reach your real buying audience 
through WGAR. 

Radio for grown-ups 

. of 




Represented by 
Henry I. Christal Co. 

SPONSOR • 17 MAY 1958 

17 MAY 1958 

/ ol. 12 No. 20 



Neman R. Glenn 
Secretary-Treasurer Couper Glenn 
VP-Assistant Publisher 
Bernard Piatt 
General Manager 

Arch L. Madsen 

Managing Editor 

Alvin W. Outcalt 
News Editor 


How agencies sell clients on net tv in 1958 

31 Fall buying has been slov to firm tip this year due to client push for 
shorter contracts. Here's how top agencies are coping with the problem 

This summer's radio campaigns 

33 Radio'- summer bandwagon starts to roll. Many clients are already 

step. You'll he 

The silent audience 

34 The U.S. \ieucr may talk a lot about tv programing but he writes few 
letters about it. Unless inspired, mail critical of a show is rare 

A psychoanalyst puts Madison Avenue on the couch 

36 Surveys rc\eal that the adman thinks less of his profession than the 
public dots, sponsor goes to a prominent N.Y. analyst to find out why 

Minute shows sell Nescafe 

38 La te St twist in tv commercials are Nescafe's miniature musical comedies 
complete with plot, songs and dialogue — all rolled up in 60 seconds 

Why foreign cars are turning to air media 

39 Mt'i >ear- of selling via print, some of the biggest manufacturers of 
foreign car> are turning to tv/radio. These are reasons for the switch 

Trewax grows with proven formula: spot radio 

40 This regional wax manufacturer went into spot radio in 1954. Result: 
Today's market i- national: today's spot radio budget bigger than ever 

America's influential housewives 

42 ' 3BS Radio Spot Sales has just completed a study of the distaff side. 
Finding: housewives arc more influenced by radio than by other media 

Educational tv: a perennial problem 

43 li. -pile apatli\ of educators and sponsors, Betty Adams of WJAR-TV, 
Providence, H.I.. draws heavy mail with daily adult education series 

sponsor asks: What did you get out out the NAB 

50 The recent NAB Convention left broadcasters with mixed opinions. 
These three station managers felt it was a success. Here's why 

Alfred J. Jaffa 

Evelyn Konraa 

W. F. Miksch 

Associate Editor 

Russ Carpenter 

Midwest Editor (Chicago) 

Western Editor (Los Angeles) 

Pete Rankin 
Film Editor 
Beth Drexler Brod 
Assistant Editors 

; Lindrup 


Contributing Editor 

Joe Csida 
Art Editor 
Irving Kramer 
Production Editor 



James H. Fuller 

Advertising Promotion Managei 

Jane Pinkerton 
Edwin D. Coc 
Southern Manager 
Fleib Martin 
Eastern Manager 
James H. Shoemaker 
Production Manager 
Jane E. Perry 
Sandra Lee Oncay, Asst. 
Administrative Staff 
Dorris Bowers 
Georqe Becker 

Circulation Departrr 

Seymour Weber 

Emily Cutillo 

Harry B. Fleischman 

Accounting Departrr 


47 Film Scope 

24 49th and Madison 

48 Marketing Week 

59 Newt S b ha Wrap-Up 

4 Newsmaker of the Week 
58 Picture Wrap I p 
18 Sponsoi liackstage 
70 Sponsor Hears 


9 Sponsor-Scope 

78 Sponsor Speaks 

52 Spot Buys 

74 Ten Second Spots 

14 Timebuyers at Work 

76 Tv and Radio Newsmakers 

56 Tv Results 

69 Washington Week 


combined with TV. Executive, Editorial, Circu- 
lation and Advertising Offices: 40 E. 49th St. 
<49th & Madison) New York 17, N. Y. Tele- 
Hill 8-2772. Chicago Office: 
' r 7-9863. 

Phone "FAirfax 2-4625. Tos AnVeles Of'fic'e"^?^ 
Sunset Boulevard. Phone: Hollywood 4-8089 
Printing Office: 3110 Elm Ave, Baltimore 11, 
Md. Subscriptions: U.S. $3 a year. Canada and 
foreign $4. Single copies 20c. Printed in U.S.A. 
Address all correspondence to 40 E 49th St 
N - I; 'Zl £LL.J£°2?1! Hi " 8 " 2772 - Published 
weekly by SPONSOR Publications Inc. Entered as 
2nd class matter on 29 January 1948 at the Balti- 
more postoffice under the Act of 3 March 1879. 

©1958 Sponsor Publications Inc. 


V-J.L Uvl V lv/V/ Looking for protection of your adver- 
tising dollars? wroc-tv, Channel 5, Rochester, N. Y., serving 307,750 TV homes in 13 
Western New York counties, reaches 27.4% more homes daily than the other Rochester 
channel (NCS #2). Thus every rating point on wroc-tv, Channel 5 is worth 21 A% more 
than a rating point on the other channel. 

In an area like Rochester with over a million population, 1 V2 billion dollar buying income 
and one of the highest per capita incomes, such superiority has great significance. 
For unusual results in an unusual market that is famous as a test market, viewers and 
advertisers turn to Channel 5, wroc-tv, Rochester's most powerful station. 
A symbol of service, like the devoted policeman, wroc-tv guards the interests of audiences 
and advertisers. Represented by Peters, Griffin, Woodward. 


SPONSOR • 17 MAY 1958 

In Maryland Most 
People Watch . . . 


with Ann Mar, Your 


Weekdays in Baltimore 

1:00 to 1:30 P.M. 

Everywhere from near and far 

they're watching ANN MAR and 


Mon. thru Fri., 1.00-1.30 P.M. 

Each program is gornished with interesting 
topics, delicious recipes and personality 


• • • • ft 




of the week 

The determination of ISeedham, Louis & Brorby to lay more 
stress on broadcast activities has been spotlighted by a re- 
alignment of its air operations and the moving up of James 
G. Cominos, director of the television-radio department, 
to vice president in charge of its broadcast organization. 

The newsmaker: James G. Cominos' appointment as vice 
president in charge of all television and radio operations for Chicago- 
based Needham, Louis & Brorby is the second instance in recent 
weeks of the enhanced role he will play at the agency. He was 
recently elevated to the board of directors. Aside from the now- 
retired John Louis, Sr., who had a special interest in broadcast 
advertising, Cominos is the first tv/radio executive at the agency to 
move into the policy-making echelon. 

The appointment is more than a i 
henceforth, be freed from day-to- 
day administrative problems and 
spend more time on the creative 
aspects of program selection and 
analysis. This involves, among 
other things, longer sojourns in 
New York. Taking over the ad- 
ministrative part of his job and 
moving in as director of the de- 
partment is Scott Keck, formerly 
assistant director. 

Along with these two moves, 
three other major organizational 
changes have been made. Alan 
Wallace, vice president in charge of programs, assumes the duties of 
developing new programs as well as supervising the agency's film 
program buying unit. The creation and production of both tv and 
radio commercials has been "separated out" and put under Kenneth 
C. T. Snyder, vice president in charge of commercial production. 
Harold A. Smith has been brought over from NBC, where he was 
manager of sales planning and development of its central division 
network tv sales department and made manager of program promo- 
tion and merchandising. 

All three will report to Keck, as will Walter Daspit, Jr., manager 
of business affairs; Robert Salter, manager of tv/radio operations 
in New York, and Michael W. Cradle, manager of tv/radio in 

The new alignment is a reflection of the increasing volume of 
NL&B broadcast billings, now approaching half of total agencj in- 
come. It follows the agency's resignation of the Wilson & Co. ac- 
count early this year and the decision of Quaker Oats to move its 
Ken-L Ration over to J. Walter Thompson. 

Cominos had been director of the tv/radio department since L953. 
Previously, lie bad worked at BBDO for a number of years. ^ 

G. Com it 



Believable as the re-awakening of nature, a child's 
wonder, a mother's love. That is WWJ-TV in Detroit. 
Eleven years of superior television service to south- 
eastern Michigan— strict adherence to the publi 
interest— have given WWJ-TV such dominant 
stature that every advertiser enjoys a price- 
less advantage, every product a cordial 
acceptance that quickly leads to sales. 


* operoled by The Detroit News 

Representatives: Peters, Griffin, Woodward, Inc. 



"Driving today? Remember to drive with care — and buy 
SINCLAIR — Pouer-X Gasoline." Slotted to reach the mo- 
torist at hreakfast and enroute to and from work, that 5- 
second reminder will he hroadeast 525.200 times in 1958 
— the higgest campaign, for size, scope and duration, in 
Spot Radio history. "Spot," says SINCLAIR REFINING 
COMPANY'S Vice President and General Sales Manager, 
Louis W. Leath, "is doing a great joh for SINCLAIR." 

To boost coverage and frequency, yet keep to a reasonable, afford- 
able budget. SINCLAIR REFINING switched to Spot. The same 
allocation that had purchased only scattered Radio-TV program- 
ming in about 100 major markets now brought SINCLAIR satura- 

tion schedules in those same markets — 40 to 250 spots a week|i2 
weeks a year — plus sizable weekly campaigns on a year-round hi' 
in 350 additional markets. Totals: 450 cities; 900 stations; 10> 
announcements per week. And in every market served by SINCLIR 
and by an NBC Spot Sales-represented radio station, SINCLIR| 
uses the NBC Spot Sales station! 

Standing, left to right: Louis W. Leath, Vice President and GeM> 
S,ih-s Manager, Sinclair Refining Company; Jack Price, Radio * 
Sales Representative, NBC Spot Sales. 

Seated, left to right: Stanley F. Ellsworth, Vice President and Ac(M 
Executive, Morey, Humm, & Warwick, Inc. ; James J. Delaney, AM 
tising Manager, Sinclair Refining Company; Reynolds Girdler, Dirto* 
of Public Relations & Advertising, Sinclair Oil Corporation ; Willu I 
Wernicke, Radio-TV Vice President, Morey, Humm & Warwick** 



hChicago, where radio station WMAQ plays a major role 
ih'he SINCLAIR schedule, George Gaudio, operator of the 
S elair station at North Avenue and LaSalle Street reports: 
y customers tell me they hear the Sinclair radio com- 
n reials, and I know those spots have brought me business. 
*' customers are in automobiles and they listen to their 
1 iios, especially WMAQ. Personally, I know of no better 
§V for Sinclair to advertise the products I sell." 

A,[uestionnaire sent to SINCLAIR marketers brought a request 
fr\n 95% of them for continued use of Spot Radio, along with 
oVwhelming confirmation of rising sales throughout SINCLAIR 
te| itory. And SINCLAIR men agree right down the line: in the 

markets served by NBC Spot Sales-represented radio stations, 
credit for this campaign's tremendous success belongs, in large part, 
to those stations. 

Left to right: Howard Coleman, Manager, Radio Station WMAQ; 
Carl K. Foster, Manager Sales Promotion, Central District, Sinclair 
Refining Company; George Gaudio, Sinclair station operator, Chicago. 






NOW! The New Orleans radio Station 
with 32.2°/c of the audience — WTIX — 


20 times more powerful 

with 5,000 watts 

on 690 k.c. 

Ii happened -May 7th, at 6 p.m. WTIX 
took over tlic 690 spot on the dial, and 
increased its power 20 times — to 5,000 
watts. Result? Over 1,000,000 new 
listeners added! Now WTIX's 24-hour 
service extends over the entire Gulf 
area — from Texas to Florida. Now, more 
than ever, the big New Orleans buy is 
WTIX— the station which even before 
the change was more popular than the 

next 3 stations combined (Hooper), and 
— first in every daytime Pulse ^4 hour, 
and — first in 462 of all 504 Pulse quar- 
ters.* Talk 5,000 watts and 690 kc. to 
Adam Young . . . or WTIX General 
Manager Fred 



nd getting firster 

20 t 




;rtul with 
5,000 watts on 690 kc. 

WDGY Minneapolis St. Paul 


WHB Kansas City 


WTIX New Orleans 


WQAM Miami 



Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 


17 MAY 1958 \^,|| il ir » tv networks have to put more steam behind merchandising and pro- 

Owyrliht IBM . . . ' 

sponsor publications inc motion to improve their grip on advertisers.' 

You can get a strong argument on the positive side of this question from agency ac- 
count planners and strategists. Here's their point of view: 

• The basic weakness of tv network selling is that most of it is done in a vacuum with 
hardly any orientation to the advertiser's distribution problems, objectives, and 

• The honeymoon period for the medium is over, and it now will have to show what a 
program can or should do — if properly promoted and merchandised at the point- 

• Even though the P&Gs may scorn this sort of help, there are many advertisers who would 
welcome a plan that puts the network merchandiser at work alongside his sales 

This is how one of these agency strategists put it to SPONSOR-SCOPE this week: 
"I've never seen so many network plans fall through mainly because the client 
demanded to know how it would pay off in merchandising mileage." 
(See How they woo cagey clients into tv, page 31) 

Brylcreem will be back on the roster of tv spot announcement users this fall. 

It's withdrawing from syndication because it wants more frequency. 
(See FILM-SCOPE, page 47, for more details.) 

Sano Cigarettes (U.S. Tobacco) has found out that consumers can be steered 
into buying by the carton if the right kind of radio saturation is used. 

The brand not only is renewing its schedule of 80 spots a week collectively on four N.Y. 
stations— WINS, WMGM, WMCA and WRCA— but is extending the campaign to five 
other markets. Agency: C. J. LaRoche. 

A big one was tossed into the national radio spot pool this week by Beech-Nut 
Baby Foods via Y&R — a schedule of about 10 spots a week that will run in all the 
major markets until the end of the year. 

Spot tv also fared well this week with Benton & Bowles a rich source. 

The schedules involved Johnson's Wax, Schick, Post Cereals, plus a renewal of the 
Maxwell House Coffee-Ban I.D. contract for next season. 

Added note on radio: Calumet Baking Powder, one of spot's oldest customers, also 
was dealing it out this week through Y&R. 

The other anti-triple-spotting shoe dropped in Denver this week: Compton 
joined Benton & Bowles in canceling all chainbreak business on Denver stations. 

Mainly affected are two accounts: P&G and General Foods (the former handled by 
both agencies) . 

The cancelations climaxed a drive by B&B and Compton to obtain from Denver tv sta- 
tions a promise not to triple-spot commercials. 

P.S.: Compton this week also filed with ABC TV a claim for billings rebates 
for time alleged to have been usurped from Wyatt Earp by affiliates for triple-spotting. 

SPONSOR • 17 MAY 1958 

SPONSOR-SCOPE continued . . . 

Reps as a class have a strong antagonism toward buying by formula, but here's 
one bit of mathematics they like: the practice by M&M Candy and Uncle Ben's Rice of 
upping the spot budget as the cost-per-1000 becomes more favorable. 

Thus if the cost-per goes down 25% in a market, there's a corresponding increase 
of 2.i r r in spot money for the same market. 

Cannon Mills has launched a test tv and radio campaign in four markets to 
find out whether women can be induced to buy their white goods outside the tra- 
ditional January and August sales periods. 

The test areas: Two tv stations each in Richmond and Miami, and three radio stations 
each in Norfolk. Va.. and Rochester, N. Y. 

Another objective of the experiment, administered by N. W. Ayer: Whether the white 
goods manufacturer can improve results when he picks the media — as against co-op ad- 
vertising where the dealer does the choosing. 

Major reps in Chicago put on a hard pitch at Leo Burnett this week for the $4- 

million worth of business ABC TV has been carrying this season for Kellogg. But the in- 
dications are that the network will get a renewal for 1958-59. 

The agency got a thorough presentation from ABC TV. covering total viewers of the late 
afternoon Kellogg strip, cost-per-1000, etc. 

Latest from ABC TV headquarters: "We're busy at the moment putting together a pro- 
graming strip for Kellogg's sponsorship next season, which we'll be submitting shortlv 
to Burnett." 

Station management could take a cue for strengthening business goodwill from 
a move made this week bv the Gannett properties in New York State. 

With the title of regional manager, Dale Taylor has been assigned the function of 
circulating continuously among district managers, jobbers, food brokers, and distribu- 
tors in areas covered by Gannett stations. 

The obvious objective: Keep the national advertiser's field channels aware of the 
Gannett stations' story on coverage and services. 

For Gannett it's an extension of something it's been doing for its newspaper properties 
for years. 

If the experience of Trendex can be taken as a clue, tv advertisers are becoming more 
interested in who picked the show than in how many members of the family looked 
at it. 

Trendex is finding that most assignments are designed to get more information on the 

The objectives: (1) Find out whether she actually picked the advertiser's pro- 
gram, and (21 check on what brand of the particular product she usually buys. 

AB-PT board of directors disclosed to stockholders this week that president Leonard H. 
Goldenson's aggregate remuneration is $181,000 (including expense allowances of 
825,000) . 

Also that he held 50.000 shares of common stock. Chairman Edward J. Noble's hold- 
ings were given at 225,028 shares of preferred and 8,949 of common. 

The U.S. Bureau of the Census in 1960 will again include in its personal quiz- 
zing the question of household ownership of tv sets. 

The first time it did this was in 1950, when the percentage of ownership came to a 
mere 10%. (The status as of this January was 8.3.2%, according to the Advertising Research 

SPONSOR • 17 MAY 1958 

SPONSOR-SCOPE continued . . . 

It appears that some important air media history is about to repeat itself. 

Back in the 1937 recession P&G took advantage of the network holes left open 
by faint-hearted advertisers to consolidate its daytime radio empire. 

Now both Lever Bros, and General Foods are bent on taking advantage of a 
similar situation prevailing in nighttime network tv to strengthen their respective posi- 
tions for the 1958-59 season. 

Lever has moved into six choice half-hours across-the-board, while General Foods is 
lodged in four highly desirable periods on CBS TV. 

Though Lever will be an alternate on all these shows, it eventually could wind up in a 
position of control. 

Network tv billings, according to LNA, continued on the upswing in March. 

The gross time calculations per network and margins over March 1957: ABC TV, $9,402,- 
000, plus 37.3%; CBS TV, $21,211,070, plus 5.2%; NBC TV, $18,845,860, plus 13.3%. 
Total gross take for the first quarter: $143,704,116 (up 13.5%). 

The three radio networks this week became the beneficiaries of a windfall from 
General Foods: a 36-week campaign for Jell-0 (Y&R). 

It calls for 90 spots a week split up among the threesome on an alternate week basis so 
that, in effect, each network will have a schedule of around 540 jingles. 

It's all new advertising dollars, set aside for this specific plan. 

The $6-million Frigidaire account this week went to Dancer-Fitzgerald-Sample 

whose chances originally hadn't seemed too good. 

The betting along Madison Avenue was that the plum — recently Kudner's — would go to 
either Benton & Bowles or Grey. 

Agency comment: Seems the General Motors family this year has a strong af- 
finity for dark horses (the previous one being McCann-Erickson for Buick). 

Of the several hundred accounts that have come and gone in network tv, only 
22 can lay claim to consistent activity in the medium over 10 years. They are: 
American Home General Electric Liggett & Myers 

American Tobacco General Foods National Biscuit 

Bristol-Myers General Mills National Dairy 

Chesebrough-Ponds General Motors Philip Morris 

Colgate-Palmolive Gillette Procter & Gamble 

Firestone Kellogg Quaker Oats 

Ford Motor Co. Lever Bros. RCA 

Sterling Drugs 

Filling in the apertures was still slow-going for the tv networks this week. 

With the buyer in the driver's seat, one thing became obvious: The schedules this fall 
will — as it looks now — come close to being surrealistic. It's a long throw from the 
neatly balanced concepts of the Pat Weaver school. Here's a quick rundown : 

• The latest sales include Revlon, for the first half hour of the new Garry Moore Show 
(CBS TV) at $59,000 for the show; S. C. Johnson's sponsorship of Ed Wynn's My Old 
Man series in the Friday 8:30 CBS TV period; RCA's underwriting Northwest Passage on 
NBC TV (Friday 8:30) ; and American Home, NBC TV, Thursday 9 p.m., with the show 
to be selected. 

• Number of periods still available by network: ABC TV, 14 half -hours; CBS TV, 
eight half -hours; NBC TV, 10 half-hours. 

• Programing set to date shows a total of 20 Westerns, as compared to 14 last season, 
and 16 situation comedies vs. 20 for the 1957-58 season. 

SPONSOR • 17 MAY 1958 

SPONSOR-SCOPE continued. 

The way was cleared by AFTRA this week for McCann-Erickson to produce five 
Mennen After-Shave videotape commercials at Tele-studios under these terms: 

• A 35mm kine will he produced simultaneously. 

• The videotapes will he used but once on the ABC TV Wednesday Night Fights and 
any further use will have to he approved by AFTRA. 

Note: No serious jurisdictional problem was involved here, since Tele-studios always 
has had a contract with AFTRA. 

(For hack- round on videotape hassle see 10 May SPONSOR-SCOPE, page 10.) 

Few agencies in network tv can duplicate the sense of peacefulness in which 
SSCB finds itself for the coming season: nothing to do but renew the current shows. 

These continuations for which SSCB is the agency of record are M Squad and Wells 
Fargo fur Pall Mall and the Como Show for Noxzema. 

SSCB, however, did have this fleck in the season's record: Warner-Hudnut's decision to 
abandon Restless Gun. 

ABC TV finds itself in a much-improved live-clearance position for the coming 
season: it expects the live ratio to run between 75-80% of all U.S. tv homes. 

In its current Value Network presentation, ABC TV notes that its 82 basic prime affili- 
ates reaches 83% of tv homes and that in the fall the level will be 87%. 

An example of how the network has bettered its clearance problem: 

Before its recent affiliates meeting in L.A., ABC TV could muster but 42% of homes for 
the upcoming 10:30 p.m. John Daly program (Whitehall-Lorillard). 

Several days after Ollie Treyz urged the affiliates at this meeting for better co- 
operation, clearances, in terms of homes, jumped to 70%. 

Incidentally, the 10:30 period is station-controlled time. 

The Steve Allen Show, which puts the emphasis on comedy, apparently has the edge 
over the competition in wooing the young housewife. 

The percentages of housewives by age groups per 100 homes: 

show 16-34 35-49 50 and over 

Steve Allen 30.3 30.0 22.2 

Ed Sullivan 18.8 27.8 34.7 

Maverick 25.6 22.1 15.4 

Source: November-Februarv Nielsen. 

Chicago FCB's research department has compiled for its clients' guidance a batch 
of data pointing up the dimensions of the huge population increase which is expected 
to come over the next couple of years. 

The compendium of facts and projections includes these items: 

• Every 7^4 seconds, on the average, a baby is born in the U.S.A. 

• In 1958. the teen-age population numbers around 18 million. 

• In 1963 there will be about 22 million teen-agers and in 1968 the count will be in 
the neighborhood of 26 million. 

• This year about 2,200,000 people will become adults. In 1968 those passing the 21 
mark will total 3,800,000. 

• In 1957 there were 1,500,000 marriages. For 1968 the expectation is 2,500,000. 

• At the other end of the teen-age outlook there's this factor to contemplate: a tremen- 
dous increase in the level of older people. 

For other mwi coverage in this issue, see Newsmaker of the Week, page 4; 
Spot Buys, page 52; News and Idea Wrap-Up, page 59; Washington Week, page 69; SPONSOR 
Hears, page 70; Tv and Radio Newsmakers, page 76, and Film-Scope, page 47. 

SPONSOR • 17 may 1958 





SmwO± - 






We're Riding High 
... at KONO 

Higher and higher go the KONO 
ratings every month! Now KONO 
advertisers get a whopping 30.4 
average share of all-day radio 

AND with an all-day average of 
17.7° sets in use. 

]_F you wsnt to sell San Antonio 
—get on the KONO sales wagon 
while choice times are still avail- 


See your || " n representative 
or Clarke Brown 

860 kc 5000 walls 



at work 

Sam Vitt, DCSS, New York, offers these suggestion in buying t\ 
for the fall. ""First."' sa\s Sain, ""bin early, if possible. The mora 
time \ou have, the better your chances of getting the schedules \ou 
want. Second, consider all time segments, not just prime time. Day- 
time and fringe periods with good ratings often go begging at prices 
too good to pass by. Third, check 
carefull) when buying feature film 
packages. Ask for film titles and 
schedules so that \ou can prop- 
erly evaluate both the entertain- 
ment and the audience. Fourth, 
remember that it is often wise to 
stagger your schedule. Tr\ buy- 
ing a partial package, then in- 
crease the budget as better slots 
open up. In this way, you can 
take full advantage of spot's selec- 
tivity. Fifth, from this month on, 
study fall network programing as it takes shape. >Jo one, of course, 
can predict next season's successes, but you can get a good idea of 
what to expect from the caliber of the producers involved, the 
amount of money being spent, the time segment. Then buy your 
adjacencies according to your program rankings. 

Muriel Bullis, media coordinator. Frwin. \\ ase\ . Ruthrauff & Ryan. 
Los Angeles, points out that "many stations feel they must offer 
merchandising services while in fact the most important considera- 
tions are coverage, audience." She feels that many of these services 
are worthless — and that a station should offer merchandising only if 
^^^^_^_____^____ — >> (a " afford professional mer- 

chandising services, either through 
a specialist employed by the sta- 
tion, or through a top-level mer- 
chandising service on the outside. 
Vnd she emphasizes the fact ibat 
J^H merchandising must be tailored to 

I " 3 3 the advertiser. Companies with 

^^ ^^Hl theii own selling organization 

^^ 4IBIP freipientK use certain forms of 

j^^L |^ merchandising helps. Rut firms 

U^k ^^ selling through brokers need a dif- 

ferent t\pe of merchandising. 
"Perhaps if Stations began to de-emphasize merchandising coopera- 
tion services which are of little value could be eliminated and the 
mone) applied mora productively. Certain!) it would be better for 
stations which cannot provide top-grade merchandising to drop 
such services. After all. our primary interest i> the medium itself." 

"Jaxie" Jacksonville, 
Florida's most famous 
Porpoise, says . . . 

WFGA-TV, Florida's 
Colorful Station, has been picked 
by Television Age and Billboard 
for national honors in Two Sta- 
tion Markets. 

* 2nd Place Award — Gen- 
eral Audience Promotion 

* 2nd Place Award — Sales 

We would like to thank the 
judges who bestowed these hon- 
ors on WFGA-TV — a station 
that has been on the air only 
since September, 1957. 

Station Manager 

Promotion Manager 

Represented by Peters, Griffin, 
Woodward, Inc. NBC-ABC 

Channel 12 
Jacksonville, Florida 

SPONSOR • 17 MAY 1958 

musicah andd 


You can be sure -if you're 


It would be hard to find an advertiser whose range of television 
experience has been so broad and consistent as Westinghouse. 

Week after week for nine solid years, Westinghouse has demonstrated 
products ranging from an electric light bulb to an atomic power 
station that lights an entire city. 

It has presented to a constantly growing television audience, programs 
of every kind— daytime and nighttime, drama and musicals, one-time 
"specials" and entire election campaigns. Today the audience for its 
weekly dramatic program is 28 times larger than it was nine years ago. 

Westinghouse has just underscored its confidence in the medium 
it has come to know so well. It announced that next Fall it would 
continue to talk to its customers through a weekly network hour; 
it would embark on an even more ambitious scale of programming;* 
and it would increase its annual television investment. 

What is perhaps most significant about this decision is that it is 
not based alone on the spectacular audiences that television 
occasionally delivers— such as the 60 million viewers who watched 
Westinghouse messages on the CBS Television Network during 
the national political conventions. It is based equally on a firm 
belief in the fundamental values of television: the unique impact 
of each television impression; the vast audience that even 
the average program attracts; and the cumulative effect of these 
impressions week after week over a sustained period of time. 

Like Westinghouse you can be sure of finding television's unique 
values— and indeed television's largest average audiences— on the 




"/ find B ISICS w rj 

handy as « reference honk 

especially if one wants 

information in a hurry. 

II contains most injormation 

buyers need and use. 

I think it a tremendous 

job, well done, and serves 

its own special need." 

Lee Rich 
Media Director 
b Bowles 




V l JULY / 

" 0**0**' 

by Joe Csida 

^ Sponsor 
! backstage 

Anti-Recession campaign gets up steam 

On both ends of the recent National Associa- 
tion of Broadcasters Convention in Los Angeles. 
as far as I was concerned, talent took over. I 
mean performing talent. For me, each conven- 
tion opens with the reunion dinner of the mem- 
bers of the American Broadcasters Mission to 
Europe. It was the summer of 1945 when this 
group made its trek through the ETO, and now 
some 13 years later, all of the 14 members of the original party are 
still among the reasonably hale and hustling. As Variety s editor, 
Abel Green, the member of the clan from the Broadway precinct put 
it: "This is the original to-hell-with-Forest club." It was Abel who 
supplied the talent for our reunion dinner. He inveigled Mr. Eddie 
Cantor into showing up at the Sunday night gathering as our first 
outside guest in 13 years. 

At the other end of the Convention, the last luncheon on the 
closing Thursday the NAB paid tribute to Miss Dinah Shore. I 
stand way up front on the line of Dinah's long-time admirers, having 
written a number of glowing reviews on her activities in one phase 
of showbusiness and another through the long summers and winters. 
But even I was startled by the standing ovation given little ole 
Frances Ruth following Harold Fellows's smooth introduction. 1 
remarked to Jack Stapp, one of Dinah's earliest bosses from Nash- 
ville, who happened to be at a neighboring table, that the ovation 
would indicate that Dinah had at least invented penicillin. 

Among other posies Harold tossed at dynamic Dinah was the 
remark that she was indisputably the world's number one auto- 
mobile salesman. That she certainly is, and more. She's a woman 
who has worked hard, both at her business of becoming the nation's 
No. 1 girl singing television personality; and, from everything 
apparent to the naked eye, the more important job of being a good 
wife and mother. Mrs. Montgomery made it plain in her short 
address to the assembled broadcasters that she understood and loved 
the people in radio-television and showbusiness. She indicated that 
it would make her extremely happy if her children decided to make 
their futures in these fields. The people of the industry, she said, 
were stimulating, warm, exciting, helpful, sincere, and several other 
glowing adjectives I failed to note. 

NBC's awesome tape central 

Seated at Dinah's right, on the dais, was a gentleman, who to I 
me, has always exemplified what the lady was talking about. I'm 
referring to John West, an old RCA Victor boss of mine, who is '\ 
now, as he's been for a number of years, headman for the NBC 
Pacific Coast division. In his own quiet, solid, relaxed way John has 
made notable contributions to a number of phases of the business 
through the years. I'm sure he's played a leading part in developing 
a respectable amount of shows and talent for 
westward, and I'm even surer that he has n 

NBC since he headed 
tde many meaningful 

17 may 1958 

1RB Proves Only KCMCTV Delivers 
the Area It's Keyed to Serve 

PROGRAMS establishes KCMC-TV complete .dominance in the hardest test of all! 

ARB Telephone Coincidental Conducted in Cities Indicated Below 

Station B 
Station C 

(KCMC-TV Programming 

Mon thru Fri , March I 7 - 




II - II 10 a m iDuplic. 

Station Bi 


KCMC-TV and 

i KCMC-TV Program- 
ions B & C Different 

KCMC-TV Programming 




General Manager 

100,000 WATTS — CHANNEL 6 


Represented b> Venard. Rmtoul & McConnell. Inc 


Natl. Sales Manager 


Sponsor backstage continued . 

"you'll do 
better with us 
in AKRON" 



MERCHANDISING Tie-ins with 36 
Acme Stores which include 
feature stock displays . . . point- 
of-sale posters . . . air-plugs on 
Acme's daily wcue 

MAIL PULL Fantastic returns. Like 
2,300 cards and letters from a 
"one-day-only" offer which 
produced high volume sales, gave 
the product a solid send-off. 
loyal audiences plus a realistic 
rate card add up to 1 I .!''< more 
listeners in the Greater Akron 
Metropolitan Area for your 
dollar on CUE. 

Mm-m-m. Merchandising, mail 
pull, more listeners per dollar. 
Listeners like what they get on 
CUE, And so will you. 
National representative 

•Tim Elliot, Pres. "Jean Elliot, Vice-Pres. 


WCUE wice 

Akron, Providence, 

Ohio r.i. 


contributions on the administrative and business side of the opera- 
lion. To me the most awesome spectacle developed in television in 
quite a few years is the NBC Tape Central at Burbank, where a 
battery of video tape recorders, in a most magic fashion take shows 
off the line as they are telecast live from New York, and retelecast 
those shows at more suitable times in the Pacific Coast and Moun- 
tain Time areas — all automatically. The engineering geniuses behind 
this fantastic automaton deserve more credit than I can give them, 
but you can be sure that John was the top level man who saw the 
need for the setup, and okayed the SI 1 /, million budget. 

All of this I'm guessing because in the little time J talked with 
John he said not a word about what he'd been doing, but merely 
asked about my own activities. Believe me, however, the guess is a 
most educated one. as Harold Fellows indicated, when he told the 
closing Convention luncheon that John had been largely responsible 
for many of the arrangements which made the Convention the success 
it was, despite difficulties inherent in holding one of these brouhahas 
in as far-flung and loose-put-together a neighborhood as Los Angeles. 

The outstanding single item at the Convention, to me, was the 
color video tape recorders, of both RCA and Ampex. Color con- 
tinues to have its problems in so far as achieving a substantial 
audience is concerned, but inevitably it will come, and when it does 
tape will long since have pla\ed its significant part in tint tv develop- 
ment. Incidentally several major advertising agencies are presently 
engaged in more or less formal studies of the potential usages of 
vtr. particularly in so far as producing more effective commercials 
is concerned. Bob Miner of Ampex recently told the Advertising 
Club of Oakland. California that stations, advertisers and agencies 
have been developing commercial applications of tv tape recorders, 
which Ampex itself never dreamed of. The Ampex vtr, of course, 
has a separate audio record and erase component. Miner told how 
this feature was used by a car dealer to show a car commercial with 
live video quality, and insert the price, audio-wise just a few minutes 
before airtime. 

NAB's lethargic air 

Otherwise the Convention as a whole, seemed to me to have a 
lethargic, almost tired air about it. 

But getting back to the beginning — Eddie Cantor certainly man- 
ages to keep abreast of the industry's movement and activity. He 
told our group how high he was on radio as a medium, and how 
much he and other stars (including Bob Hope to whom he'd talked I 
would like to work in radio again, under the right circumstances. 
He also told us that he was working hard to get tv shows to use bis 
"Bye Now — Buy Now" anti-recession slogan as a closer. 

The following Monday and Tuesday 1 was in Washington, and 
there some other people were engaged in the same drive as Mr. 
Cantor. The Advertising Council, lead by Marion Harper, Jr. of 
McCann-Erickson. (who did himself proud at the NAB as a key 
speaker) was making plans to kick off a campaign on the theme 
"Confidence in Growing America". Over 200 business leaders at- 
tended lliis meeting and pledged more than $10,000,000 worth of 
iii lime and printed space to help halt the recession. Among those 
present were Charles Mortimer of General Foods. Frank Stanton of 
CBS, Leonard Goldenson of ABC-Paramount and Chris Witting of 
Dumont. I'm glad they, as well as Eddie, are in this battle to bring 
back belter business. ^ 

Your Omaha radio investment 
talks biggest . . . 
where the 
biggest Pulse* is 

New Pulse? Old Story! KOWH is first a.m.; first p.m.; first all day! 
7.9 average Pulse! 32 out of 40 first place quarter hours! Thus 

KOWH continues to dominate Omaha's radio day, just as it has for 
almost 8 years. 

The reasons: Programs and personalities that get through to people. 
Audiences aren't the only ones who turn to KOWH. Advertisers do too. 
Good coverage, too, on 660 kc. Check with Adam Young or KOWH 
General Manager Virgil Sharpe. 

*MarcA, 1958 Pulse 


Refresented by Adam Young Inc. 

SPONSOR • 17 MAY 1958 

^„ «*■• ^^r*^*-^********"*"" "t 1 



It's a fact worth repeating: 40% of all network spon- 
sored time is on the NBC Radio Network. That's 33% 
more than the second network -a lead of 13 commer- 
cial hour per week. NBC is the only network to show 
an increase in sponsored time in the past year! 

The number of advertisers has leapt ahead, too . . . 
from 26 in 1956 to 115 in 1957 . . . more advertisers 

than any other network. Thirteen of the top pre-Uw- 
sion blue chip advertisers are now back on NBC Rlw 
Credit this growth to NBC's imaginative progun 
ming aimed at increasing radio's usefulness for i 
tisers and audiences. Concepts like STARDUST vie! 
brings big star excitement back to radio; public sfic i .-,, 
features like NEWS ON THE HOUR which attict 



33% LEAD 


4* s^v; 

. Kie listeners than any other radio show; constantly 
higing NIGHTLINE, aimed at the perceptive adult 
uience. No wonder NBC advertisers are the most- 
s ned-to in all network radio! Month after month 

'flflf are attracting the medium's biggest cumulative 

1; u ences according to Nielsen. 

In television, NBC has forged into the Number 

One position nighttime in the nation's major markets. 
Now the NBC Radio Network joins the surge toward 
new peaks of advertiser and audience acceptance with 
33% more sponsored time than the second network. 



Aug. 1957— KXOA goes 

Oct. 1957— KXOA reaches 
1st Place with 26 
Va Hr. firsts & ties — Pulse 

Mar. 1958 — KXOA increases 
1st Place lead with 29 
Va Hr. firsts & ties — Pulse 

NOW SO™ u - s - Market: 

Sacramento County 

Nat'l. Rep. — McCavren-Quinn 
V.P.-Mgr. — Howard Haman 

*SRDS May 1958 

49th am 

Still coming 

To say, as Art Barry does in SPONSOR 
of April 19, that disc jockies should 
"clam up" is like saying that singers 
should not sing . . . because some per- 
sons do not sing well. 

We here work on the opposite the- 
ory. We consider our d.j.'s program 
producers; we give them vast latitude 
in music selection and program bal- 
ance and comment. 

Here — where competition from other 
stations is about the same as it is in 
Poughkeepsie, where Art keeps house 
— our "talky d.j.'s" run away with the 

A good reason for it, I think. A lis- 
tener can hear records anywhere, in- 
cluding on her own record player. An 
interesting or amusing disc jockey — in 
other words, a performer who knows 
music — provides intimate entertain- 

Seems to me that's what radio is 
for. Information AND entertainment. 
Jerome Sill 
President, WFPG 
Atlantic City 

Man who wasn't there 
On page 39 of your 3 May issue of 
sponsor you show my picture over the 
caption "FCC Chairman John C. Doer- 
fer." I am of course flattered to know 
that you still have my picture on file 
but I believe you should apologize to 
John, my good friend and Former col- 
league, and make a correction in your 
next issue. 

Seriously, however, I always enjoyed 
your magazine while I was a Commis- 
sioner and I wish you continued suc- 

E. M. Webster 

Commodore (Retired) USCG 

Kensington, Md. 

• SPONSOR .Iocs apologize to both Chm. 
Docrfer and Commodore Webster. Their faces 
..ere switched, hut ours are red! 

Station identification 

Bryan Houston's lament concerning 
the failure of radio stations to publi- 
cize their spot on the dial to the tour- 
ist strikes a responsive chord. 
(Please turn to page 26) 

sponsor • 17 may 1958 

SPONSOR • 17 MAY 1958 


The only station covering all of Oklahoma's No. 1 Market 

Broadcast Center • 37th & Peoria 


President Vice Pres. & Gen. Mgr. 

Represented by EDWARD PETRY & CO. 


[Cont'd from page 24) 

Roadside signs do a good job for 
the individual station but radio as a 
whole would benefit from an industry 
campaign to get area radio stations 
listed on all road maps furnished by 
the oil companies, and to get similar 
listings in tourist publications that 
serve each state. 

WMTE is situated in one of the 
country's leading resort areas on the 
shores of Lake Michigan. To supple- 
ment our signs, the enclosed card is 
distributed through a chain of gas sta- 
tions. Because of space limitations 
and because this is essentially a vaca- 
tion-time gimmick with us, we only 
list stations outside Michigan metro- 
politan areas. The card will fit in the 
car glove compartment or clip on the 
sun visor. The sponsor, a gasoline 
distributor, promotes these cards on 
a weekend saturation of newscasts 
throughout the vacation period. We 
find it an effective, low-cost promotion. 
E. H. Owens 
sales manager, WMTE 
Manistee, Michigan 

• SPONSOR reprints below the card WMTE 




rgn BLARNEY CASTLE OIL CO, Bear Lake, Mich, 

Cost per thousand 

In your interesting discussion of 
Compton's growth on Page 70 of the 
April 26 issue, you refer to Compton's 
"cost per 1000 of commercial min- 
utes." Does this mean the same as 
cost per 1000 per commercial minute? 
If not, what is its meaning? 

Also, for my information, is there 
any reason to suppose that the average 
of $3.84 per 1000 per minute of com- 
mercial time for a nighttime half hour 
on the three networks would change 
significantly for another month in the 
peak viewing season? 

John B. Cunter 
Gardner Advertising Co. 
New York 

• Wc appreciate having this error called ta our 
attention. This reference should have read "colt 

1 170 KC • 50,000 WATTS • CLEAR CHANNEL • NBC 
"The Voice of Oklahoma" 

SPONSOR • 17 MAY 1958 

Consistent and interesting program- 
ming for women listeners is one rea- 
son the Beeline delivers more for the 
money. Katherine Kitchen has been a 
Beeline feature for 25 years. Thou- 
sands of loyal listeners tune in and 
frequently respond directly by mail or 
phone. In addition, Katherine Kitchen 
is featured in McClatchy Bee news- 

As a group purchase, these moun- 
tain-ringed radio stations deliver more 
radio homes than any other combin- 
ation of competitive stations . . . at 
by far the lowest cost-per-thousand. 
(Nielsen & SR&D) 


Paul H. Raymer Co., 

National Representative 

N I \ 


KMJB fr esno, 


SPONSOR • 17 MAY 1958 

Some homes are more VALUABI 


• v . nk 

le Sludy ol Consumer Eipi 

GET AGE homes are a prime example. For advertisers, they comprise the 
most valuable audience in America. Because the GET AGE (the years be- 
tween 16 and 49) includes families when they're young and growing . . . 
when their wants and appetites are most prodigious. It includes, too, fam- 
ilies at the very peak of their earning power — who are buying more than 
they ever will again. GET AGE families spend an average of one-third more, 
per household, than any other age group!* 

than others 


The payoff: 72% of ABC Television's average audience** is made up of 
GET AGE homes. Corresponding figure for each of the other two networks 
is 64%. What's more, cost per thousand for GET AGE householders on ABC 
is $3.92. The other two: $4.95 and $4.55.*** 

Household for household, GET AGE families buy far more automobiles 
than anyone else. They buy far more groceries, far more home appliances, 
far more of everything that's advertised on television. And remember: 

You get them at the 

GET AGE™ abc-tv 





does have 

a 19 County Coverage 

2,000,000 Population! 
Estimated Buying Income- 

Equivalent to the Nation's 

24th Market! 

This is the year for CONCENTRATION . . 
when marginal prospects rate only mar- 
ginal attention . . . when to produce real 
results, you must concentrate your best 
efforts on your best prospects . . . those 
who are most likely to buy . . . and 
buy in quantity! 

ONE station has proven over the 
years, that their audience is TOP 
GRADE; large-buying prospects 
in all segments of this big 
Northeastern Pennsylvania 
Market . . . WBRE-TV! 

of a (..raflv from th 

bot„„n of to frtm 

TV Channel 28 




George Haight, McCann-Ei 
director become showmai 

, sees tv 

m Bealle, K&E, says: "Recommendations 
icked with thorough research do sell." 

Mark Lawrence, MacManus, John & Adams, 
sees tv specials as excitement-factor for fall 

How they woo cagey clients into tv 

^ Agency tv v.p.'s are meeting client reluctance head-on 
with more persuasive marketing data, merchandising plans 

^ The most effective means of firming slow sales are 
flexible contracts, star assist in trade promotion ideas 

I his week, network tv buying is 
still moving along at a tortoise pace. 
A major new $11 million net tv buy 
made headline early in May when 
Westinghouse contracted for the Desi- 
lu package, but most other news has 
involved renewals. On the whole, the 
three networks still have a number of 
openings in prime evening time with- 
out commitment. 

What are the hurdles the big agen- 
cies face behind the scenes that slow 
down buying enthusiasm? And what 
are agency tv v.p.'s doing to turn net- 
work tv recommendations into a defi- 
nite sale? 

These are the trends emerging from 
extensive sponsor interviews with 
agency tv directors whose network cli- 
ents range from recession-hit automo- 
tives to top-selling cigarettes, drug and 

food products, cosmetic and appliance 

• Some clients who fully intend to 
use network tv this fall as in the past 
are purposely holding up final con- 
tracts to see how the network lineups 
shape and insure the best possible buy. 
To fight this lethargy, agencies have 
been scouting show product longer 
and more intensively than in seasons 
past, offering clients wider choice. 
"We've seen 71 new shows since Janu- 
ary," Wm. Esty v.p. Sam Northcross 
told sponsor. Their effort is typical 
of the highly-selective effort made by 
agencies this year. 

• Clients want more than a good 
show in prime time, and agencies are 
out bargaining for the plus-factors. 
The biggest upcoming trend is star 
cooperation in trade and dealer pro- 

motions and conventions. In the case 
of the Westinghouse-Desilu contract, 
Lucille Ball's and Desi Arnaz's agree- 
ment to work in dealer meetings and 
sales conventions was a major factor 
in clinching the deal. 

"We now feel a tv program is only 
part-answer to a large marketing prob- 
lem and can't be just -a show with 
some commercials in it," says McCann 
v.p. and tv director George Haight. 
"We sell the client on the entirety of a 
network tv show, with stress on the 
trade carry-through. We're also ask- 
ing more stars to cooperate with vary- 
ing merchandising and promotion 

• Agency tv directors are bargain- 
ing hard for shorter network contracts 
where "inflexibility" is a client's major 
objection to firming a sale. This does 
not mean that 52-week or 39-week re- 
newals are out, but many tv directors 
now insist on 26- or even 13 week con- 
tracts with the networks on the theorv 
that it's better to keep this business on 
network for a short haul than to lose 
it altogether. 

"A couple of our clients object to 
long contracts because thev don't want 

sponsor • 17 may 1958 

Four ways agencies are helping clients make net buys 

More stars cooperate in merchandising: Merchandis- 
ing and promotion pluses arc major attractions in firming 
contracts with reluctant packagers, seek full cooperation in 
efforts to get dealer hacking for the shoiv. McCann-Erick- 
son's contract with Desilu. providing that the stars will make 
sales and dealer contention appearances is typical of the 
trend. Other agencies, which rushed into network buys in 
previous years without nailing down star consent to appear 
in commercials, now frequently include such provisos in 
original negotiations, present it to clients as additional 
buying incentive to overcome current buying lethargy. 

Many clients fear long-term commitments: Agency- 
men seek to overcome network inflexibility by including 
easier escape hatches in time and program buys both. While 
bulk of renewals and current commitments for fall are on 
39- and 52-week basis, one reason for slow signing of addi- 
tional commitments is fear of tying up large chunks of 
money for a year or more. To date, short contracts are still 
mostly confined to fringe time, but networks may find this a 
major hurdle among clients in recession-hit industries. By 
end of summer, some agencymen anticipate a last-minute 
rush into live shows because they're easy to cancel. 

Agencies back recommendations ivith in-depth mar- 
keting research: More top client executives demand to 
know reasons why they should invest in big-money efforts. 
Burden of proof is upon more thorough data. Tv directors 
today consider showmanship only part of their job, are be- 
coming increasingly research- and marketing-conscious. De- 
tailed recommendations include not only facts about pro- 
graming appeal, potential audience, promotion possibilities 
and potential dealer support, but more in-depth research on 
integration of commericals, speculative storyboards and 
sometimes film roughs. Today's net tv pitch is costly. 

Special appeal to ii flexibility-mintled ,i clients: Mar- 
ginal network advertisers may snitch to spot tv, but supple- 
ment it with seasonal specials for a concentrated push at 
crucial selling times. Appeal of specials is multi-faceted: (11 
Clients like program excitement factor in one-shots, even 
though they're more reluctant to gamble on novel or off-beat 
programing in regularly sponsored fare. (2) Specials offer 
the promotion and merchandising opportunities that market- 
ing-conscious clients stress today. (3) Irregular scheduling 
of specials gives clients more leeway in timing promotions. 

to tie up such big chunks of money 
through 1959," says Compton media 
\.|i. Frank Kemp. "So we try to get 
L3-week contracts for weekly shows, or 
26 weeks for alternate-week sponsors." 

\t least three 13-week prime time 
commitments have been made by top 
agencies. In each case, the property 
bought on such short term is a net- 
work-owned film package. 

• Network recommendations de- 
mand greater research and marketing 
documentation this year. In many in- 
stances, the basic role of the tv direc- 
toi has changed as a result of the dif- 
ferent emphasis in client presentations. 
For example, tv directors whose big 
drawing card was showmanship and 
show business background, today find 
themselves attending marketing plan- 
ning meeting-, spending a considerable 
portion of their time relating program- 
ing to marketing research. 

A top BBDO tv executive told 
SPONSOR: "A promise of maximum cir- 
culation is no longer enough to develop 
client confidence in a network tv buy. 
We do intensive research to relate the 
programing content to the client's mar- 
keting objectives before recommending 
it. For instance, we spend more time 
and money on researching 'the climate 
of a -how' as a vehicle for a particular 
product commercial, through a system 

we've worked out with Schwerin. A 
network tv buy is judged as a unit to- 
day, with as much concern for its mer- 
chandising potential, impact on trade 
and dealers and audience composition 
as on cost efficiency and circulation." 

Frequently these days giant adver- 
tisers are as cautious about their net 
t\ investments as small clients for 
whom a cost-increase can be crucial. 

"More than ever, each network rec- 
ommendation has to be backed up with 
more market and consumer research 
to be convincing," says K&E tv v. p. 
Jim Bealle. "We haven't found any 
pressure for shorter contracts as such. 
For instance, RCA and Whirlpool have 
bought into Como on a 52-week basis. 
But we work more closely with market- 
ing objectives in mind and backed by 
research data before broaching the 
subject of network tv. Today there's 
a very sound business approach to a 
network tv buy, with many considera- 
tions over and beyond the medium it- 
self and show quality." 

• Specials are easier to sell to cli- 
ents this year because of their intrinsic 
excitement and promotability. Two 
1957-58 network tv advertisers who 
had continuous sponsorship during the 
past year are now considering a switch 
to seasonally-timed specials plus spot 
tv instead. Pontiac (through Mac- 

Manus, John & Adams) is doubling its 
sponsorship of specials during the sea- 
son to come. 

"They suit our marketing problems 
ideally," says Mark Lawrence, tv v.p. 
for MacManus. John & Adams. "\\ ith 
specials we don't get tied in to an in- 
flexible long-term commitment. Also, 
every tv appearance on a special be- 
comes an event, making it seem like 
you've got double the budget. I hey 
get a good play-back from customers 
and dealers last year because they lent 
themselves to good promotion. But 
the burden is on the agency to nego- 
tiate for good properties. So far, 
we've got one out of 10 set for the 

Since agency recommendations for 
specials are more speculative in terms 
of their circulation expectations, they 
generally stress different data as a 
client -persuader. Even preliminary 
recommendations include the trade and 
audience - promotion plans because 
tune-ins are so totally dependent upon 
whipping up interest. 

• Clients are less willing than ever 
to gamble on new show concepts. 
They're playing it safe and most agen- 
cy tv directors are going along with it, 
basing recommendations strongly on 
the star's track record or the past per- 
( Please turn to page 72) 

sponsor • 17 may 1958 

Preview of summer's radio campaigns 

^ The hot-weather radio bandwagon is beginning to 
roll and advertising clients are now climbing aboard 

^ Weekends are much in demand by accounts to catch 
the vast out-of-home audience on beach and highway 

By Bill Miksch 

F%s the thermometer starts to climb, 
summer radio business appears to be 
climbing with it. Clients with special 
advertising campaigns geared to the 
summer season are coming into both 
spot and network line-ups. Many year- 
round radio accounts with products 
that have strong warm weather appeal 
are stepping up their schedules. 

Cooling drinks, ice creams, gasolines, 
oils, suntan lotions, picnic and outdoor 
barbecue supplies, automotives, sum- 
mer foods and desserts, beers, sun- 
glasses, holiday and vacation items, 
deodorants are coming into summer 
radio to catch the listener in the festive, 
outdoor mood. How deep this mood 
goes will be brought out farther along 
in this story when facts about summer 
radio listening and their relation to 
product sales are revealed. 

The ways in which summer radio are 
being used by agencies and clients are 
many. Saturation campaigns on week- 
ends, specific commercials aimed at 
the motoring public, at beachcombers, 
boat enthusiasts, baseball fans, horse 
followers, picnickers, campers, vaca- 


Eskimo Pies 


Champion Spark Plugs 

Good Humor 


Mum Mist Deodorant 

Cut Rite Wax Paper (Scott) 

Tetley Tea 

Greyhound Bus 



Hudson Paper Co. 

Ting Complexion Aid 


Lipton Tea 

tioners, at the stay-at-homes; holiday 
and pre-holiday advertising slanted for 
Father's Day, Memorial Day, Indepen- 
dence Day and Labor Day — everything 
seems to be in for the summer. 

Buying seemed to go slowly during 
the early spring. But now the tempo 
has picked up and the bandwagon has 
started to roll in both network and 
spot radio. 

Iced tea is back 

Perhaps one of the most interesting 
campaigns is the one starting for Lip- 
ton's Tea (Young & Rubicam). Hit- 
ting at the ice tea drinkers, this com- 
pany has considerably expanded its 
spot radio budget throughout the coun- 
try. On the hottest days, extra an- 
nouncements are provided for. One 
station in each market has been desig- 
nated as the "weather control center." 
This station checks the temperatures in 
its area, decides when the thermometer 
prescribes the extra announcements, 
then alerts its neighbor stations to 
fatten the schedule. 

Tetley Tea, (Ogilvy, Benson & 
Mather), consistent user of spot radio, 
is continuing its schedule but is heavy- 
ing up for the summer trade in iced 
tea. McCormick's Tea (Lennen & 
Newell) is coming in with a campaign 
starting 23 May. For the entire trade, 
the Tea Council (Leo Burnett Co.) is 
readying a campaign in about 30 mar- 
kets to whet the thirst of iced tea sip- 
pers. One-minute spots are being used. 
Starting dates of the campaign vary 
with the climate of the markets; in the 
South, schedules begin 15 May and 15 
June; in the North, they kick off on 
1 June. 

One of the very welcome newcomers 
to summer radio is Champion Spark 
Plugs (J. Walter Thompson), striking 
out for summer driving business with 
a 39-week schedule with minute partici- 
pations in traffic times. 

In the field of cool-off confections, 
Good Humor is back again this year. 

After a highly successful season last 
year when it used radio to sell its fla- 
vors-of-the-week on streets, at ball 
parks, along beaches in playgrounds 
and wherever else the summer crowds 
gather, this company has begun 
another schedule of bell-ringing com- 
mercials through its agency, Mac- 
Manus, John & Adams. Good Humor 
attributes its five-year sales rise of 
40% entirely to spot radio. 

Joining Good Humor will be the 
veteran chocolate-dipped ice cream bar 
— Eskimo Pies ( Cunningham & Walsh) 
which will make its radio bid for hot 
weather business starting 21 May in 
a four-week campaign pretty much con- 
fined to minute announcements on 
Thursdays and Fridays. 

Iced tea and ice cream are by no 
means the only cooling products that 
will be getting a big play on radio in 
the warm-weather months. In network 
radio, General Foods is coming into 
ABC's Breakfast Club through August 
with Kool-Aid soft drink via its agency 
Foote, Cone & Belding. Canada Dry 
(J. M. Mathes Co.) also will be back 
in the summer spot radio line-up. 

Beers, of course, will also be heard 
from often in the months ahead both 
on network and spot. Schaefer Brew- 
ing (BBDO). Pabst Brewing (it has 
several agencies for its varied prod- 
ucts including Hoffman beverages: 
Norman, Craig & Kummel; Y&R; 
Grey) ; Ballantine iWm. Esty) will be 
among the foam-topped -coolers that 

Kool-Aid (General Foods) 
Cool Ray Sunglasses 
Texaco Gasoline & Oil 
Miller Brewing 
Pioneer Belts & Suspenders 
Hertz Driv-Ur-Self 
GM (safe driving campaign) 
Tetley Tea 

Jello (General Foods) 

Shulton (deodorants, etc.) 
Savings & Loan Foundation 
Delco Batteries 

SPONSOR • 17 MAY 1958 

ill be promoted in spot radio. Miller 
rt-wiiiii i Mat li i — on \ \ssociates). 

which uses goll telecasts in winter i\. 
will seek summer exposure in radio 
with a 26-week campaign of participa- 
tion- in 50 uewscasts weekly on ABC 

There are several clients who will 
use radio to reach the al fresco set. 
Scot! Paper Co. through J. Walter 
Thompson, for example, will run a 
spot radio saturation campaign for 
Cut-Rite Wax Paper before each major 
holiday (Memorial Day, July 4th). 
And Hudson Pulp & Paper (Norman, 
Craig & kummel) will use a summer 
schedule to sell its line of consumer 
paper products. 

Not onl) will there be no excuse for 
unwrapped goodies, but there will be 
no excuse for one to get eyestrain on 
sunny days. Cool Ray Sunglasses 
(Sutherland Abbott Agency) is coming 
into NBC Monitor on five weekends 
during May and June to make sure 
that no one squints. 

There'll be no reason for painful 
sunburns either if the radio audience 
drop into their drug stores on the way 
to the beach. Shulton, Inc., makers of 
Bronze Tan, will be both in spot radio 
and on CBS Radio network. Copper- 
tone suntan oil, cream and lotion 
(Grant I will be in spot this summer. 
This company has won a leading place 
in sun-tan oil sales through spot radio; 
volume has gone from $173,000 to $4 
million since 1950. 

And, in the event any sun-worshipper 
forgets to annoint himself first, there 
will be Ting Complexion Aid, made by 
Pharma-Craft and serviced by Cohen & 
Aleshire agency, beaming its message 
\ ia Bpot radio. 

The foregoing represent only a por- 
tion of the advertisers who are invest- 
ing in summer radio campaigns. More 
are to be covered in this article; 
more are still to be heard from as the 
warm days close in. Says Wells Bar- 
nett, station- operations manager for 
John Blair Co.: "Last year was our 
best Bummer yet, but it looks now as 
if '.").'! will top it. Other reps and the 
networks generally echo this thought. 

\\ liat are some of the reasons under- 

lying this spurt in summer radio time 

sales. For one thing, advertisers have 

(Please turn to page 74) 

"I watched you| 

^ There aren't many letters coming to sponsors or webs 
these days. The fact is, viewers aren't letter-writers 

^ Heavy mail critical of a show isn't common. Tv's 
audience is more apt to praise a program than damn it 


hile the traditionally voluble U.S. 
tv viewer may have a pronounced set 
of opinions about programing, his pro- 
gram votes are basically silent ones. 

The fact is that while the tv viewer 
may spend a considerable amount of 
time talking about tv, he spends little 
time writing letters about it. If it were 
not for ratings, sponsors and broad- 
casters would have little idea of audi- 
ence likes and dislikes. 

This conclusion stood out this week 
following a SPONSOR check on tv pro- 
gram executives on the effect of viewer 
mail on programing the upcoming tv 
season. These facts also stood out: 

• Unless inspired, heavy mail criti- 
cal of a show is rare. 

• Laudatory opinions are more apt 
to move the viewer to sit down, pen in 
hand, but a few thousand letters are 
enough to send the sponsor into hand- 
springs of delight. 

• Where mail critical of a show runs 
to noticeable volume, chances are it 
was inspired by a newspaper article. 

• While there are occasional in- 
stances of inspired or "related" mail 
that reflects intelligent criticism and 
constructive suggestions, a great deal 
of criticism of tv programs is of the 
crackpot variety. 

• By and large, sponsors do not run 
for the woods when there is a per- 
ceptible amount of critical mail. How- 
ever, some programing people feel this 
absence of fright exists only because 
there is little controversial material on 
the air anyway. 

The mail volume story was summed 
up by Herbert A. Carlborg, director of 
editing at CBS: "You'd be surprised 
how little we receive of a critical na- 
ture. Certainly much less than most 
people suppose. 

"This is particularly true of unso- 
licited mail. Inspired mail can mount 
to a fairly sizeable figure but in terms 
of the total audience watching a show, 
even this amounts to a minute frac- 

tion of the entire viewing audience." 

Carlborg said it was easy to recog- 
nize inspired mail. The wording is 
similar with certain obvious phrases 
recurring in each letter — evidence to 
Carlborg that a great deal of inspired 
mail is not thought out. 

He pointed out, however, that cer- 
tain types of inspired mail are wel- 
come. He cited the case of an article 
in Family Circle magazine with a your- 
voice-can-be-heard theme. In the arti- 
cle Carlborg's name was mentioned. 

"We received a number of letters 
with positive and helpful ideas," Carl- 
borg said. "We don't mind that at all. 
We'll go to a lot of trouble to see if 
people have a legitimate gripe. We've 
had kines sent here from the coast on a 
number of occasions so that we could 
screen them and find out exactly what 
was bothering people." 

To many advertisers, the ratings pic- 
ture provides enough evidence of criti- 
cism. One ad manager superintending 
three tv shows, two of them placed on 
a spot basis, said: 

"People don't usually write if they 
don't like a show. They'll just tune it 
off — which is enough for us. If enough 
of them do it. it'll show up in the rat- 
ings books." 

Sponsors of children's shows get a 
moderate amount of mail from mop- 
pets asking for photographs of their 
heroes and the letters, of course, are 
primarily laudatory. Unsolicited criti- 
cal mail on children's programing will 
be gotten occasionally from adults, but 
considering the amount of public com- 
ment on the alleged link between vio- 
lence in tv programing and juvenile de- 
linquency, the volume is not consid- 
ered large by admen. 

Why are parents reluctant to write? 
One advertising executive familiar with 
the mail picture felt that it usually 
takes an organization to spur letters 
and that parents prefer to control the 
viewing at home rather than at the 

r show last night and I think 


broadcasting studio. "Which," he said, 
"is really the way it should be done 

One organization dealing with chil- 
dren's programing that has gotten some 
attention is the National Association 
for Better Radio and Television. It is 
a Southern California-based outfit 
sparked by a Mrs. Clara Logan (see 
story below). 

Among other things, NAFBRAT an- 
nually rates children's programing. It 
pays particular attention to the amount 
of violence in the shows it rates and 
urges its members to be articulate 
about their opinions. Letters are 
spurred by a list of 325 advertiser ex- 
ecutives, including board chairmen, 
presidents, general managers and ad- 
vertising managers, which is distrib- 
uted to members. 

While NAFBRAT is well-known as 
tv pressure groups go, few admen are 

familiar with the organization. There 
is little evidence that its letter-writing 
policies have made much of a mark 
on Madison Ave. 

There are occasionally mail flurries 
based on religious, racial or political 
questions. Much of this comes from 
extremists. For example, on a Name 
That Tune show not too long ago a 
Negro paired with a white girl put his 
arm around her in a spontaneous ges- 
ture to express delight at their win- 
nings. From one southern city a Cham- 
ber of Commerce became excited 
enough about this affront to racial pur- 
ity to trigger a comparatively heavy 
volume of mail. There was no notice- 
able volume from any other southern 
market and no further protests after 
the initial one. 

"Certain people," said one program- 
ing executive, "will jump to conclu- 
sions about a show even before it's on 

the air. I recall a case of a story a 
writer did for a Catholic press associa- 
tion attacking a Playhouse 90 story as 
Communist after seeing only the script. 
His story brought in 1,000 letters— 
which is a considerable number of let- 
ters about one program. Each letter 
received by the network was answered. 
After the show was put on a number of 
people wrote back and apologized. And 
there was nothing changed in the 

While there is more letter-writing ac- 
tivity on the praise side of the ledger, 
the volume doesn't get into box-car 
numbers. For example, Texaco's spe- 
cial, Swing Into Spring, presented on 9 
April, elicited about 600 letters to 
NBC, a couple hundred to the sponsor 
and an unknown number (but not be- 
lieved large) to stations. To the spon- 
sor and agency, Cunningham & Walsh, 
this reaction was gratifying. ^ 


The National Association for Better 
Radio and Television has been known 
primarily for its attacks on violence in 
children's programing on the air. 

In recent months, however, it has 
made its pressure felt in other broad- 
casting areas, too. 

NAFBRAT prepared a lengthy at- 
tack on KCOP last year asking the FCC 
to revoke the tv station's license at 
the time its sale to a Bing Crosby- 
Kenyon Brown syndicate was up be- 
fore the commission. 

The FCC refused to hold up the sale 
but approval, it was noted at the time, 
came after the new owners said they 
would, among other things, drop three 
shows NAFBRAT didn't like. 

Another instance was KTLA's drop- 
ping of plans to experiment with sub- 
liminal projection. NAFBRAT was ac- 
tive in a campaign against it. 

NAFBRAT's campaign against vio- 
lence in children's programing has 
been going on since 1949. At present 
it has roughly 275 members, roughly 
divided between individuals and or- 

A key group within NAFBRAT is its 

evaluation committee of 12 to 15 wom- 
en ("It has to be women; they're the 
only ones who have time for it," says 
NAFBRAT President Clara Logan). 

The committee prepares an annual 
report on children's programs, both 
network and spot, seen or heard in the 
Los Angeles area. The programs are 
put into six categories, ranging from 

excellent to most objectionable. 

Here are some tv examples at both 
ends of the scale: 

Excellent: Captain Kangaroo, Dis- 
neyland, Gumby, The Jungle, Little 
Schoolhouse, Mr. Wizard. 

Most objectionable: Long John Sil- 
ver, Superman, Tales of the Texas 
Rangers. ^ 

Excellent: "Captai 
BRAT, is stimulati 

.1, too 

Objectionable: NAFBRAT says "Lone Rai 
ger," full of "murders," is bad for childre 

A psychoanalyst 
puts Madison Avenue 
on the couch 

By Evelyn Konrad 

Do admen have a deep-rooted guilt 
i omplex? 

They do, says a survey by Gallup & 
Robinson, which polled admen and 
housewives on the agencyman's public 

The survey asked 100 housewives 
and 100 admen whether they consid- 
ered agencymen respectable, honest, 
hardworking, neurotic, hard-drinking. 
Here's how their views compared: 

Forty-three housewives labeled ad- 
men respectable; only nine agencymen 
thought they would. 

Only four admen figured that house- 
ivives would cnll admen honest. Twen- 
ty housewives actually did. 

Only three housewives pegged ad- 
men as neurotic; 28 admen figured 
they would. 

This survey indicates that admen 
have a lower opinion of themselves 
than the general public does. SPONSOR 
decided to find out why. For the 
answer, a SPONSOR editor interviewed 
an eminent New York psychiatrist 
who /reals a sizable number of adver- 
tising men and it omen. The doctor 
preferred to remain anonymous. 

Q) Are many of your patients in 

A) Seven out of 35. A very high per- 

centage <>( m\ patients is in television. 

People who work in television tend to 

be more frightened and anxiety-ridden 

than people in any other field. 

Q) What's the chief cause for 


A) There don't seem to be clear-cut 
channels of responsibility, so they have 
a tough time making decisions. Execu- 
tives in other businesses don't seem to 
worry as much about a decision; they 
make it and stick to it more. 

I have a patient from the garment 
center who's a partner in a big firm. 
Last year he decided on a revolution- 
ary new way for making buttonholes. 
He and his partners invested $50,000 
in new machines for making button- 
holes, put a big advertising campaign 
behind the new process and marketed 
their whole line around these new but- 

The process flopped. My patient and 
his partners lost a big chunk of money, 
but he wasn't unduly worried. He'd 
made a decision and he'd stuck to it. 
But within two weeks after his adver- 
tising campaign was launched, the 
president of his agency became a pa- 
tient of mine. 

Q) Why do you think the agency 
president was more worried about 
the money loss than the client? 
A) I think he felt guilty because the 
money that was lost wasn't his. When 
he was a little boy, he used to play 
marbles. He told me about one time 
when he'd lost all his marbles. He 
didn't cry; he wanted to go on playing. 
So he got his younger brother to lend 
him all of his marbles. Within an hour, 
he'd lost them, too. Then he cried. 
Q) Are agencymen less honest 
than other businessmen? 
A) I don't think so. In fact, I think 

many suffer from what you might call 
a mental "hand-washing compulsion 

What I mean is, they tend to bend 
over backwards trying to be ultra- 
scrupulous because they think they're 
suspect. For instance, the vice presi- 
dent of an agency who's a friend, not 
a patient, of mine tells me that he peri- 
odically forces his wife to buy a bread 
brand competitive with his own cli- 
ent's bread. 

"Don't you like your client's prod- 
uct?" I asked. 

"As a matter of fact I do," he told 
me. "But I just want to make sure we 
eat it because we like it and not be- 
cause it pays our bills." 

I've never seen a Ford salesman buy- 
ing a Chevrolet just to appease his con- 
science, have you? 

Q) Do agencvmen feel thev work 

A) Now there's something I don't un- 
derstand. They work as long if not 
longer hours than other professions, 
but they keep feeling guilty about the 
work they do. 

I have a doctor as a patient who 
tells me proudly, as a badge of his own 
achievement, that he's so good he gets 
$1,000 per operation and therefore has 
to work only seven or eight hours a 
week to make a very good living. 

When I ask agencymen about the 
amount of work they do, they quickly 
tell me they worked four nights or over 
the weekend, as if they had to justify 
their earnings by number of man-hours 

SPONSOR • 17 MAY 1958 

J££*~& ' &I «*. 'Gt4r->- 

they devoted to the job day-by-day. 

Perhaps there are two reasons for 
this. First of all, the aura of glamour 
still lingers over the advertising field — 
or at least agencymen think that it does 
to the public and to their clients. 
Therefore, they feel it's up to them to 
prove their work isn't just a lark. 

Secondly, the product of their work 
is less tangible than surgery. You 
may see a television campaign on the 
air and know that you contributed to 
it. But it's a little harder to see the 
relationship it bears to the welfare of 
the public and the national economy. 

Maybe there's still another reason 
for it. The advertising people I know 
seem to enjoy their work a lot more 
than some of the businessmen-clients 
they deal with. Secretly, they feel their 
work is more "fun" than their client's. 
And the closer a man's work is to the 
so-called "glamour" jobs in an agency 
— like television or copywriting, for in- 
stance, as against research — the more 
he tends to feel this way. Since they 
derive these psychic rewards from their 
work, they feel shame for being paid. 
Q) What are the more overt 
symptoms of admen's guilts? 
A) A status-consciousness and driv- 
ing compulsion to impress, I think. 
Some that I've known have been im- 
mersed in an extremely severe anxiety 
and their way to reassure themselves 
seems to be by spending to the hilt. 

I once knew a girl of 22 who was so 
unsure of herself she had to go into 
debt on her clothes, spend twice as 

much as she was able to afford, just to 
feel as good as everyone else. 

I also knew a man who was a time- 
buyer earning $12,000 when I first met 
him. He spent $15,000, on the theory 
that if he drove himself hard enough 
he'd give the appearance of success 
and he'd have to move upward. So 
sure enough, in a year he became asso- 
ciate media director of the agency at 
$15,000, and so he spent $18,000. Well, 
the strain of being continuously in debt 
made him do inferior work, and within 
a year he was pounding the pavement 
looking for a job. After a long layoff, 
he got one: He's a timebuyer at $8,000, 
spending $7,500 and feeling better. 

There seem to be several causes for 
this sort of spending-pattern: For one 
thing, advertising attracts restless, am- 
bitious people. For another, people in 
advertising can move ahead faster than 
those in more stable industries; they 
can also plunge downward faster. And 
finally, since their day is devoted to 
telling other people to spend money, 
they seem to feel guilts if they don't 
spend at the same or at a faster rate. 
Q) How would you explain client- 
agencyman relationships in psy- 
chological terms? 
A) Perhaps more than in any other 
business, an agencyman's client repre- 
sents the father image. Not only does 
he have ultimate authority, such as 
final okay on a copy approach or total 
advertising campaign, but he "doles 
out the allowance" — that is, controls 
the budget. And, as if that weren't 

enough, he has virtual hiring and 
firing power. 

It's logical, therefore, that a lot of 
the repressed conflicts an agencyman 
may have had with his father are trans- 
ferred onto the client. In fact, a num- 
ber of my patients refer to their cli- 
ents as "the Great White Father." 
Those that suffered severely from an 
Oedipus complex can work themselves 
into a passionate hatred of the client 
over trivial disagreements. Since they 
have to suppress these hatreds in the 
normal course of business transactions, 
they frequently take them home and 
there act out the hated rple of omnipo- 
tent patriarch out of revenge. 
Q) Does that mean. that agency- 
men are more severe fathers? 
A) There's no general rule about it, 
other than perhaps the fact that agen- 
cymen are more ambivalent in their 
family relationships, more swayed by 
their day-by-day client problems. 
Q) Are agencymen tougher to 
live with? 

A) For their wives, I would say they 
probably are. Since they're status- 
conscious, they demand social perfec- 
tion. Since they frequently feel im- 
posed upon by the client's authority, 
they are likely to transfer frustrations 
into their home with a greater intensity 
than say an executive in a steel com- 
pany who has only one direct boss. 
Q) If you had a daughter, would 
you advise her against marrying 
an agencyman? 
A) It's too late. She already did. ^ 

sponsor • 17 may 1958 

dialogue. All of the tour couples sh 

one-minute musical comedies, complete with plot, songs ai 
n this finale scene are known professional entertain* 


Nescafe, known as a producer of 
instant coffee, is now producing instant 
commercials — musical comedies, com- 
plete with plot, songs and dialogue, 
and all in 60 seconds. 

These shows-within-a-show (they are 
being used on Nescafe's Oh! Susanna 
episodes) employ eight performers, 
v ith musical backgrounds, both tv and 
theater. Rather than use an established 
singing group. Bryan Houston, fnc, 
Nescafe's agency, put together a new 
"company" with an original sound. 

Through research Nescafe knows 
that \oung adults in the 20 to 45- 
year-old age group comprise the largest 
body of instant coffee consumers. The 

stor) line for these commercials shows 
such people in happy situations; e.g. 
four couples are holding a barbecue, 
with the guests taking over all the 
cooking chores. The hostess, however, 
retains one job for herself — making 
the Nescafe. 

All of the commercials are based on 
the famous song "Let's Have Another 
Cup of Coffee," written by Irving Ber- 
lin, and which has long been the 
Nescafe theme. In these playlets, the 
entire song is used with a different 
lyric for each presentation. 

The performers are also used by 
Nescafe for regular radio and tv sing- 
ing spots. ^ 

Why foreip 


hen \ olkswagen's new advertis- 
ing campaign (via J. M. Mathes, Inc.) 
gets into high gear, the budget will be 
in excess of $1,000,000 a year, sponsor 
learned tins week. And approximately 
20' i of the budget is slated for air 

By fall, Volkswagen spot commer- 
cials will probably be scheduled on 
both radio and tv, with a remote 
chance of a network tv show within 
tbe next year. 

The use of air media by the best- 
selling imported car points up a signifi- 
cant trend in the foreign car market: 
almost all the imports are gradually 
swinging to air media, for two reasons: 

1) When foreign cars began selling 
in the U.S. years ago, their advertising 
was concentrated in print — mainly 
selected magazines to reach what was 
thought to be a select market of 
foreign car buyers. Now that a mass 
market exists for foreign cars, im- 
porters are swinging to mass media. 

2) As the number of foreign car 
dealers increases — and as American 
car dealers add imports to their do- 
mestic lines — radio and tv, particularly 
spot, are becoming more popular. Ex- 
plains one Texas foreign car dealer: "I 
sell to a wider area than my local news- 
paper can cover. Spot radio helps me 
reach customers further away." 

Budgets climbing 

It's evident from a look at the ad 
programs of the 10 best-selling foreign 
cars (excluding sports cars) that radio 
and tv are scheduled for a constantly 
increasing share of future imported 
car ad budgets I see chart) . Even more 
significant, though, is the way the 
budgets have been climbing as sales 
mount: in 1955, when foreign car 
sales in the U.S. totaled 100,000, the 
top budget for any import was under 
$500,000. This year, with anticipated 
sales of 300,000, at least two imports 
will go over the $1,000,000 mark, with 
the average ad budget about $250,000 
by SPONSOR estimate. 

One of the first foreign cars to use 
air media is one of the fastest-growing 
in terms of U.S. sales: the Swedish 

irs are trying air media 

^ Sales of 300,000 mean 
a mass, not a class, market 

^ The need is for a mass 
medium to keep sales rising 

Volvo. According to Kent Goodman, 
president of Volvo's advertising agency 
(Advertising Agencies, Inc.), Volvo's 
1958 ad budget will total about $1,- 
000,000— with 47% of it in radio and 
another 18% in tv. 

"Radio spot saturation," says Good- 
man, "was a major factor in our phe- 
nomenal success. We couldn't have 
made the penetration of the market 
we've made without radio." At present, 
Volvo radio spots are used on 26 sta- 
tions in 11 major markets, eight of the 
stations in Los Angeles, Volvo's big- 
gest market. Volvo also sponsors a 
weekly hour children's show on Los 
Angles KHJ-TV, its only use of tv at 
present, although a substantial spot 
tv buy is planned within the next 
three months. J 

Goodman, a former radio salesmanfl 

himself, believes that other foreign car 
marketers are beginning to realize 
that for mass sales in the U.S., a mass 
medium that offers repetition is es- 
sential. He considers radio and tv 
vital to Volvo's sales expansion, hopes 
eventually to see Volvo sponsoring a 
coast-to-coast network tv show. 

Another foreign make being adver- 
tised via spot radio is the French 
Simca, but the spots are placed not 
by the importer — Simca, Inc., New 
\ork City — but by its distributors. 
For example, Paris Auto, an eastern 
Simca distributor covering the New 
York metropolitan area, spends about 
60% of its annual $75,000 ad budget 
in radio spots on 19 stations in 19 
L American automobile makers, who 
ionce laughed at the foreign imports, 

are now smiling for another reason: 
both General Motors and Ford are 
importing foreign cars of their own 
and selling them as fast as they come 
off the boat. 

GM's Vauxhall, made in Britain, is 
a good example of this type of import 
planning extensive use of air media. 
Radio spots for Vauxhall will break 
this summer in about 50 principal 
markets, and Vauxhall plugs will also 
be included in Pontiac's network tv 
commercials this fall (the Vauxhall is 
sold through some 2,600 Pontiac 

The fast-selling British Ford is an- 
other import with a big ad budget: 
over $1,000,000 by sponsor estimate. 
However the only British Ford radio 
or tv spots are placed by dealers or dis- 
tributors — for the present at least. ^ 











— ii Mewart 
Volkswagen of 
America, Inc. 
En'w'od Cliffs, N. J. 

J. M. Mathes 

N. Y. 

Rudolph Ville 

in excess of 





Ethel Norling 
Renault, Inc., 
N. Y. 

Louts & Brorby 

N. Y. 

William E. 
Malone, Jr. 


spot radio 


British Ford 

Don Smith 
Ford Motor Co., 


N. Y. 

< litloid Snyder 

in excess of 

spot radiot 

. 40,000 


Peter Easton 
Rootes Motors, 
N. Y. 


N. Y. 

John Louden 


occasional spot 
radio and tv in 
the west 



E. B. Brogan 
American Motors 
Corp., Det. 

Ceyer Adver- 
tising Inc. 

N. Y. & Det. 

John F. Henry, 
Det.: L. C. Mac- 

Glashan, N. Y. 


some spot radio 
and tv 



W. E. Schoon 
Pontiac Div., G.M. 
Pontiac, Mich. 

John & Adams 

Muomneld Hills, 

Colon John 
(Bloomfield Hills. 

under $250,000* 

spot radio 
planned for 
summer, net tv 
for fall 



David Beesley 
Volvo Dist. Inc. 
En'w'od Cliffs, N. J. 

Agencies, Inc. 

San Francisco 

Kent Goodman 





Paul Holt 
Buick Div., G.M. 
Flint, Mich. 


Det. & N. Y. 

Myron Mac- 
Donald, Det. 




German Ford 

Don Smith 

Ford of Germany 


N. Y. 

Richard Cass 

under $250,000* 

spot radiot 



A. M. Dolza 
Simca, Inc., N. Y. 

Richard K. 

San Francisco 

Newton Free 


spot radio & tvt 


Trewax grows with proven formuh 

^ Four years ago this company put $7,000, most of its 
advertising budget, into a spot radio test in California 

^ Again, this year, most of the budget, $96,000, is once 
more slated for radio. Today's market: going national 


I rewax i~ a brand name unfamiliar 
to consumers in most sections of the 
country. Thanks to radio, this is only 
a temporarj situation. 

Trewax, a line of floor waxes, was 
developed in California in 1949. Sales 
began in 1950. radio advertising in 
1954. Since then it has become a 
staple on the Wesl Coasl where it has 
wide distribution, and sales second 
only to S. C. Johnson, the country's 
leading wax marketer. 

Harry Fox. the man who developed 
the formula for Trewax and still heads 
the company, believes three factors are 
responsible for the product's tremen- 
dous growth in a competitive field: a 
good product, good dealer relations 
and radio advertising. 

The strength of Fox's conviction 
about air media advertising can be 
seen in his 1958 advertising budget 
breakdown: the total budget is about 
$ 1 1 M >.( 100. Of this about $96,000 goes 
into air media, almost all of it into 
radio. The remaining S4.000 is dis- 
tributed to trade publications. 

Fox's belief in the ability of radio to 
sell Trewax is founded on solid ex- 
perience. Beginning with sales of 
about $10,000 in 1950. the compam 
managed to nearl) double the figures 
from year to year until 1954. That 
year it reached a temporary plateau. 
Existing dealers were happy, but it was 
harder to get new ones; regular cus- 
tomers were satisfied but new ones 
weren t appearing in numbers. 

Trewax. which bad its production 
geared to a sizeable increase that year, 
found inventoi ies beginning to back up 
in mid-summer. To gel its stor\ across 
quickly, and -.11 fast, it tried spot ra- 
dio. Results were apparent within a 
month. Sales for that month in 1 95 1 
were triple those >f tin- yeai pre* ious. 
I!\ the end of the ear. the companj 
had doubled it- dealer outlets in the 
Southern California area it was then 

Sales for 1954 totalled about $230.- 
000. The ad budget was about $10,000 
with 87.000 going into radio. In 1955 
sales rose to about $445,000, the bud- 
get to $30,000. radio's share to $21,- 
000. By last year sales reached about 
$660,000, and the ad budget was about 
$48,000 of which radio was allocated 

This year is the one Harry Fox has 
ma iked for full-scale Trewax expan- 
sion. As long ago as 1955 he pre- 
dicted that 1958 would see sales top- 
ping $1 million. The recession seems 
to be no deterrent to that prediction: 
in the first quarter of 1958 his total 
sales were about $252,000. And, of 
course, with his ad budget doubled, 
that portion going into air media has 
become larger. 

Expansion of this size can't take 
place in Trewax' seven-state home ter- 
ritory on the West Coast where, says 
Fox. the product has "over 99 r ^ paint- 

hardw are-department store distribu- 
tion." So, the product is reversing 
Horace Greeley's famous admonition, 
and heading East. 

Distribution was set up early this 
xear in Florida and Georgia. The sales 
effort will move up the East Coast from 
these two states, but that's projected 
for later, perhaps next year. 

More immediate is a beachhead now 
being established in the Mid-West. 
Distribution is underway in the states 
of Michigan. Ohio. Illinois, Indiana, 
Minnesota, Iowa and Wisconsin. The 
last is significant because the home of 
the country's largest producer of 
waxes, S. C. Johnson, and Trewax" 
biggest competitor in the West, is Ra- 
cine. Wise. This latest move has ele- 
ments of David going after Goliath in 
his own back yard. 

In moving into these areas Trewax 
will use a pattern of advertising and 
merchandising it has found successful 
in its other expansions. The advertis- 
ing will be radio, primariK in smaller 
cities. The pattern is to go into 
smaller cities first, since a limited ad- 
\ertising budget is no hindrance to 
making a competitive splash. 

The radio spots begin on a hca\ \ 
schedule — six to eight 30-second's 
daily, for periods of two months or 
more. By then sales are moving nice- 
ly, so the schedule is withdrawn until 
the residual effect begins to abate, at 
which time the schedule is renewed. 

"As long as a market looks like it's 
carrying itself, we leave it alone," ex- 
plains Emil Reisman, partner in the 
Ross-Reisman Co., Los Angeles ai:eiic\ 
(The other partner, Jon Ross, has han- 
dled Trewax advertising since it- in- 
ception. | 

"For instance," Reisman continues, 
"we average a schedule once ever) ~ix 
months in the (San Francisco) Bay 
area. This year we may get a nine- 
month run. We maintain a constant 
check on the market; as a result we 

SPONSOR • 17 MAY 1958 

>ot radio 

make and change plans about two 
weeks before their execution." 

Trewax has too, a fixed idea as to 
what kind of dealer and distributor 
merchandising it expects. "The pat- 
tern we'll be looking for," Fox explains, 
"was set by the first two radio stations 
ve used: KBIG, Los Angeles, and 
KSFO. San Francisco." Included in 
the expected package are postcard 
mailings to dealers and wires to dis- 
tributors when a new spot schedule 
begins, followed by visits from the 
station account executive to every dis- 
tributor and large-volume dealer in the 

"We prepare dealers and distribu- 
tors for the advertising," explains Reis- 
man, "by first pointing out the results 
of our advertising in other areas. Then 
we outline the kind of advertising pro- 
posed for this market — the number of 
spots, the kind of saturation, the prod- 
ucts to be featured and the residual 
effect to expect between schedules." 

To achieve a tie-in effect locally 
when introducing a new product to the 
Trewax line, dealer tags are used. 
"These are more feasible in a small 
market than a large one," Reisman be- 
lieves, since people in smaller commu- 
nities tend to remember and associate 
products with particular stores. "There- 
fore," he explains, "they are not at- 
tempted in, say, Los Angeles, but they 
have proved very successful in such 
markets as Santa Barbara, Fresno, 
Bakersfield and Midland-Odessa, Tex." 

Though Trewax uses advertising 
heavily when breaking into new mar- 
kets, it insures that there is alwavs 
something there to advertise. "We do 
not use advertising to force distribu- 
tion," emphasizes Jerry Fox, Trewax 
general manager and son of the presi- 
dent. "When the product is on the 
shelf, advertising begins." 

The company uses manufacturer's 
representatives in all the areas in 
which it has distribution. In the West, 
its home ground, it has five area sales- 
men working with distributors and sta- 
tions to service dealers. It is using 
eight agents in the Midwest and has a 
full-time salesman in Florida-Georgia. 

Until this year, Trewax had been 
catholic in its choice of media. Be- 
sides radio, it used a few trade publi- 
cations, some point-of-sale material, 
and one consumer magazine (Sunset). 

SPONSOR • 17 MAY 1958 

In February the company tried a 
test: they used tv to supplement radio. 
A new product was introduced to make 
the test— Gold Label Self Polishing 
Liquid. The test was run in Phoenix 
and Tucson, Arizona. 

In both, the regular radio schedule 
was maintained. Added to this was 
tv: for the first two weeks, four 20- 
second sound-over-slide spots were car- 
ried in AA time, followed by two 
weeks with eight I.D.'s each. 

Results: both distribution of the new 
product and re-orders were accom- 
plished in one-half the anticipated 
time. The success of the tests had led 
to the creation of a series of 20-second 
animated spots by Chris Jenkyns and 
Playhouse Pictures, Hollywood. These 
spots will be used to augment radio 
only, in as-yet undetermined markets. 

These too will be concentrated in 
smaller markets where Trewax, with 
its small budget, can conduct a cam- 
paign on equal footing with a heavy- 
budget competitor. Markets will be 
ones where the product is already fa- 
miliar through radio. The tv spots, so 
far, are built around the company's 
Gold Label line, though there is a vis- 
ual mention of the rest of the line 
(which has a different label design) 
at the end. 

Limited to a relatively small ad bud- 
get (as compared with its national 
competitors, like Johnson), Trewax 
overlooks no bet in getting top mileage 

out of its expenditures. Toward this 
end it often experiments with media. 
One such test was carried on in the 
Midland-Odessa (Tex.) market open- 
ing last summer. 

Trewax opened the market in its 
usual fashion — with a saturation spot 
radio campaign that ran for eight 
weeks. The company then decided to 
test the effectiveness of a radio-news- 
paper combination. 

Not surprisingly, notes Jay Reitzin, 
Trewax sales manager and Fox's son- 
in-law, dealers were initially happy. 
"Seeing their names and store logo in 
type gave them a feeling of pride and 
identification, they hadn't had before," 
Reitzin reports. 

"There was just one hitch," he con- 
tinues. "We found that, on an equal 
time basis, there is stronger immediate 
consumer response to radio than to 
newspapers. Dealers were prouder of 
the display of their logo in the news- 
paper ad, but all noticed the decline in 

"We learned our lesson," he con- 
tinues. "When we go back in the 
Spring with another campaign, it will 
be with radio first. If we add any- 
thing, it will be tv." 

Trewax traces its beginnings to 
1949 when Fox, a former door-to-door 
floor polisher salesman, developed a 
new floor-waxing product containing 
exceptional amounts of carnuaba, an 
{Please turn to page 71) 

All about women: the influential st 

^ CBS Radio Spot Sales comes up with some pertinent 
data on the distaff side regarding shopping habits 

^ It shows that women control 85% of all family budget 
spending, listen mostly to radio before going to shop 

A% few answers to the riddle that 
started with Eve came to light this 
week. "All \hout Women," the new 
study by CBS Radio Spot Sales is now 
being shown to admen, and while it 
can hardly hope to tell all about wom- 
en, it does manage a complete coverage 
of their radio listening habits, media 
preferences, shopping practices, and 
general dominance over the male sex 
in decisions on family spending. 

For example, it is the distaff side 
that influences 92% of all grocery pur- 
chases, 79% of all family auto pur- 
chases. Also it is women who own 
65% of the nation's private wealth and 
women who hold 65% of all accounts 
in mutual savings banks. They own 
$100 billion worth of stocks, and vir- 
tually control some of the "blue chips," 
holding approximately 60% of shares 
in AT&T, 55% of the DuPont securi- 
ties and 54% of GE shares. 

There are 61,993,000 women 14 
years of age and over in the U.S.; one 

out of three are workers and earn an 
estimated total of $42 billion a year. 
When it comes to disbursing the fam- 
ily budget (average family buying in- 
come is at $5,736) women influence 
85% of all expenditures. 

Small wonder then that CBS Radio 
Spot Sales decided to explore this im- 
portant audience. Fred Haywood, sales 
promotion manager, was in charge of 
the project. About four weeks of re- 
search went into the presentation and 
this was under the direction of Ed 
O'Berst. research director. Sources 
were: Radio Advertising Bureau, W. 
R. Simmons & Associates, McCalVs 
Magazine and The Home Testing In- 
stitute, Inc., The Pulse, Inc., A. C. 
Nielsen Co.. U. S. Census and Sales 

Here is what CBS Radio Spot Sales 
found out about the listening habits of 
housewives. More than three out of 
four listen to radio on any given week- 
day: 93.79; listen to radio each week; 

sc\en out of 10 listen on a weekend 
day. The typical housewife was shown 
to average 5.5 days of listening each 

To break this female audience down 
into listening by day parts, CBS went 
to an RAB and The Pulse survey, came 
up with the following figures: 55.5', 
of housewives questioned about a\er- 
age weekday listening tuned in during 
mornings, 40.3^ listened in the after- 
noon and 33.3% formed an evening 

On an average weekend day, 11.5', 
listened in the morning, 35.2% in the 
afternoons and 30.2% at night. Where 
did these housewives do most of their 

Both on weekdays and weekends, 
the kitchen was the area where most 
listening took place. On weekdays. 
47.9% were tuned in there: 29.3$ 
listen to radio in the bedroom; 19' , in 
the living room and 15.5% in autos. 
On weekends auto listening picks up 
sharply with 26.6% of the housewives 
hearing radio in cars. In the bedroom, 
22.8% listen to radio on weekends, 
20.5% in the living room, but again 
the kitchen tops them all with 38.8%. 

The presentation contains some very 
pertinent data on relating media to 
shopping among the women. (See 
charts.) During pre-shopping hours, 




Cake Mixes 

Canned Soups 

Cold Cereals 


Frozen Orange Juice 





Radio 34.7% 







Newspapers 22.7% 
Tv 19.2% 








Magazines 5.2% 





Cake Mixes 

Canned Soups 

Cold Cereals 

Frozen Orange 






Radio 61.8% 








Newspapers 11.4% 
Tv 24.4% 



M.ik;i/iik - 




Magaziius 2.4% 



* Represents sha 

r<- of all tim 

<> Advertising 

spent with media 

prior Jo shopping (% of all minutes spent with all media) 


nd radio 

radio reaches over 34% of the women 
who buy in supermarkets. Newspapers 
reach only about 23% in the same pre- 
shopping period, television 19% and 
magazines 5.5%. This was derived 
from interviews by RAB with 13,714 
women shoppers as they entered super- 
markets in Buffalo, Kansas City, New 
Orleans and San Francisco. Exposure 
was based on at least 16 minutes spent 
with each medium. 

What does such pre-shopping expo- 
sure mean to the advertiser whose 
wares are piled high on supermarket 
shelves? So long as his wares are dis- 
played in competition with rival prod- 
ucts, he will do well to impress his 
brand name on the ladies. Here's what 
the CBS study reveals about shopping 

In more than eight out of 10 pur- 
chases, ranging over the whole field of 
food and grocery products, it is the 
women who originate the purchases, 
who do the actual buying and who 
make the brand decisions. 

Here is a table from the presentation 
demonstrating the point: 


Who Whose chose 

bought idea brand 

Women 82.3% 81.2% 80.9% 

Men 15.9% 12.8% 14.6% 

Children 2.5% 5.7% 3.7% 

(Totals adding up to more than 100% 
are result of dual purchases and dual 
decisions.) These facts on food buying 
decisions were from a Home Testing 
Institute study for McCalVs Magazine 
were reported in February 1958 Food 

"All About Women" goes on to ex- 
plore other facets of the sex where they 
relate to listening and spending. It 
shows that among working women, 
more than 94% of the single ones and 
over 93% of the married listen each 
week to radio. 

CBS Radio Spot Sales is now plan- 
ning a follow-up presentation to this 
one on women. Since radio personali- 
ties "have been shown to exert consid- 
erable influence on women, who in turn 
influence family spending, CBS is com- 
piling a book listing well over 200 per- 
sonalities on CBS-affiliated radio sta- 
tions with a thumbnail sketch and biog- 
raphy on each. ^ 

17 may 1958 

Typical of "World Around Us" features is Betty Adams meeting representative of Indi 

Educational tv: A perennial problem 

wan educational tv, on a commercial 
channel in a small city, be a success? 
The answer: Yes. 

A good case in point is a show cur- 
rently entitled The World Around Us 
which appears on WJAR-TV, Provi- 
dence, R. I. Measured by public serv- 
ice standards it does extremely well, 
averaging some 300 letters and cards 
a week. Special series or further-in- 
formation offers drive this response up. 

The show achieves this rapport with 
a heady fare of entertainment that 
ranges from Thialand to trajectory, 
from Sukiyaki to space flight. It's a 
one-woman enterprise, the woman be- 
ing Betty Adams who is the show's 
producer, director, writer and talent. 

The show debuted in mid-March 
1956, under the name Operation 
Schoolhouse. And therein lies a story. 
The show was conceived as an adult 
education program to be presented on 
a regular basis. It was Miss Adams' 
hope to have the material for each pro- 
gram "prepared and presented by a 
qualified representative of an educa- 
tional or public service institution." 
This proved to be a hope which Miss 
Adams would, today, term naive. 

Her mid-1958 stand is more real- 
istic. She began formulating her cur- 
rent view when, after inviting 75 rep- 
resentative education leaders to a con- 
ference for show ideas and suggestions, 
only 30 attended. A follow-up mimeo- 
graphed summary of the conference, 

with a request to list the subjects each 
would be able and willing to present, 
brought five responses. Of these, one 
committed himself to participation, on 
a once-a-month basis — this, remem- 
ber, for a daily program. 

"After a year of trying to charm 
and disarm the educators, we finally 
by -passed them completely," Miss Ad- 
ams reports. "We changed the name 
of the show to The World Around Us. 

"The average of 300 letters a week 
are proof," Miss Adams says, "that a 
program with a budget consisting of 
only the producer's salary and what- 
ever can be scrounged when special 
effects are indispensable, can be an ef- 
fective adult education tool." 

Miss Adams also has a commercial 
problem; her program does not have 
a sponsor. Admittedly if she had a 
sponsor she couldn't expect educator 
participation, since they wouldn't want 
to imply commercial endorsement. But 
since she isn't getting help from educa- 
tors anyway, she's had the welcome 
mat out for sponsors. So far, none 
have been forthcoming. 

Can educational tv be a success on 
a commercial channel? "We've done it 
for over two years," Miss Adams re- 
calls. "With only the desires of my 
audience, expressed through surveys 
and letters, and the help of non-pro- 
fessionals, we've found a way. All it 
takes," she adds, "is courage and 
imagination." ^ 

*:/ * ,. 



Not for us the quiet life. No sir! CNP's our name and danger's been our 
game ever since we started our new series, DANGER IS MY BUSINESS!® 

With characteristic CNP initiative and derring-do, we set out to bring some- 
thing different into syndication — adventure to stir even the tiredest blood. 
Not the everyday brand of synthetic rehash— made in the peace and quiet of 
studio sound stages— but honest-to-goodness, on-the-spot, filmed -in -color* 
sagas of actual men to whom danger is the only way of life. And, by 
Hemingway, we've done it! 

Ah, the perils we've looked upon unafraid! While cameramen have flown 
on patrols into the eyes of hurricanes, clambered out upon the naked girders 
of rising skyscrapers, accompanied nitro- shooters into blazing oil fields— 
we've never so much as blinked an eye. 

In fact, the only risk we've refused to face is a business risk. When it comes 
to that, we only bet on a sure thing . . . like DANGER IS MY BUSINESS! • 

* Available in color or black-and-white 




North Carolina's 











* / . ) *\ ' 

/ * / TROY V 









North Carolina's INTERURBIA . . . the largest metro- 
politan market in the two Carolinas. INTERURBIA plus 
the entire Prosperous Piedmont is yours with WFMY- 
TV . . . where Drug Sales alone exceed $81,712,000. 


17 MAY 1958 : 


Marketing tools, trends, 
research data and trade tips 



'cop^iCht I9S8 8 Tne nusine8s spotlight of the week was on TPA: Even though the selling sea- 

•P0N80B publications iNO. son is barely under way, TPA has rustled up quite a number of sales for the fall. 

The transactions include: 

• New York Confidential: sold in 88 markets, including 55 to DX Sunray Oil in a 
$500,000 deal. (Sunray currently sponsors Capt. David Grief.) 

• Jeff's Collie: re-runs of Lassie, sold in 112 markets. 

• Adventures of Tugboat Annie: sold in 122 markets. 

There's a good reason for the optimism currently being expressed by syndica- 
tors: the large regional buys are falling into place. 

With Sunray Oil's purchase of New York Confidential this week, close to 80% of large 
regional sponsors of syndicated series have either renewed or bought new series for fall. (See 
FILM-SCOPE, 12 April.) 

Of current advertisers who haven't completed their fall plans, only two — Brylcreem and 
Wildroot — plan to drop sponsorship of film series. Here's a run-down on others that haven't 
made their decisions for next season : 

• Hamm Brewing, disappointed with ratings on its current series, Harbor Command, (in 
55 markets) will stick with regional film programing, but probably buy available film market- 
by-market directly from stations. Reason: Hamm's agency, Campbell-Mithun, thinks it's 
a cheaper buy. 

• Nationwide Insurance, sponsoring Mama in 32 markets, will expand into 40 markets 
this fall with a new series. Its agency, Ben Sackheim, wants a similar family-type series; hopes 
to complete plans this month. 

• Nestle's DeCaf (through Dancer-Fitzgerald-Sample) may replace its NBC TV Huntley- 
Brinkley news lineup in 50 markets with a syndicated series. 

MCA's reported QR-Q&Y* million deal with WCBS-TV, New York, for its Para- 
mount library points up an important fact: its advantage in having the last big 
package of available features. 

As one station group sales manager remarked this week: "Sure, the price is way out of 
line. But we can't afford not to buy it." 

If you're selling primarily to the country's 60 leading market areas and are 
interested in a film program, spot is your most efficient buy. 

So states Katz Agency, in its booklet. How to Make a Tv Half Hour Work Overtime. 
The booklet makes this point: As compared to a 100-station network lineup, a syndicated 
series on the most expensive station in each market (in prime time) will save more than 
$11,000 weekly in time costs. 

Here's how when network and spot are compared: 

100 markets, NBC (alternate-week, half -hour) $59,177.70 

60 top selected markets (same, on highest rate station) 47,413.25 

Savings on spot 11,764.45 

Flashes from the film field: NTA and National Theatres are awaiting a Justice Dept. 
opinion before making any decision about merging . . . Canada Dry, once a heavy syndi- 
cation sponsor, is buying market-by-market now; most recent purchase is Union Pacific in 

(For further film news, see SPONSOR-SCOPE and FILM WRAP-UP, page 62.) 
sponsor • 17 may 1958 

Key trends and developments 
in marketing and research 

Cooyrliht II 


17 MAY 1958 The Home Improvement Council's drive to get radio stations behind its cam- 

paign has struek pay dirt. 

More than 1,000 stations have requested the council's kit of materials designed to aid 
stations in drumming up local home improvement business. The requests follow a mailing to 
all U.S. radio stations by Local Trademarks, Inc., on 25 March. 

(Local Trademarks, an unusual outfit, describes itself as a retailer's ad agency. In pre- 
paring ad programs, it works for a fee, does not buy space or time. Among its specialties are 
syndicated trademarks or characters — such as "Bill Ding" for building firms — which a client 
can use exclusively in his own market.) 

Despite some second thoughts by many advertisers about co-op funds, Home 
Improvement Council, supported by the biggest names in the business, is urging 
stations to make hay with co-op opportunities. There is a feeling that many merchants 
are not aware they are entitled to co-op. Most paint manufacturers — this industry probably 
represents the biggest single product, dollar-wise, in the council — give co-op. 

Little is written about automated selling (via vending machines), but the busi- 
ness is doing very nicely. 

It is also becoming more competitive. The growing number of machines in operation is 
cutting down, in some product categories, weekly sales per machine. 

Volume last year was estimated at around $2 billion. Vend magazine's 1958 directory 
puts 1957 sales at about 5% above the previous year. 

Probably the most sensational growth has been in hot canned foods. The num- 
ber of machines in use, according to the Vend directory, has gone from 6,800 in 
1956 to 15,000 in 1957. 

In the old-line categories there has also been growth. Machines for cigarettes have ad- 
vanced, for example, from 565,000 in 1956 to 645,000 in 1957. 

Steve Allen is working overtime for Greyhound's current vacation promotion. 

The NBC star is being used to give an added audio fillip to the tv show by means of: 

• A special recording of the new Greyhound jingle (introduced on Allen's show 
6 April). This is being distributed to 30,000 Greyhound employees and agents. The jingle 
is on a cardboard record, contains a message from Allen and is meant to enhance apprecia- 
tion by Greyhound people of Allen's ad support. 

• Recordings featuring Allen for airing in Greyhound terminals. 
The campaign, running during April, May and June, is being pushed also via spot tv and 

radio, newspapers, posters, tour folders and point-of-sale displays. It features the phrase 
"C'mon along," as a follow-up to the slogan: "It's such a comfort to take the bus . . . and 
leave the driving to us." The end of the slogan reflects Greyhound's prime effort: to 
turn auto drivers into bus riders. More than 80% of all traveling is done in pri- 
vate cars. 

How much marketing aid should an agency give a client under the standard 
compensation arrangements? With the demand for marketing services increasing, this 
question is becoming harder to answer. 

One answer is that the amount of marketing advice depends on the client's need. But 
this means that some clients get more than others. The problem has become such that 
one agency, to avoid hassles and misunderstanding, is determined to keep its cli- 
ents in the dark about what other clients are getting in marketing aid. 

sroNSOR • 17 may 1958 




The BA-26A is designed 
to mount in same posi- 
tion and space previ- 
ously occupied by RCA 
Type M 1-11877 passive 

Designed to provide both amplification and equalization of turntable output 

This compact equipment makes a modern 
replacement for bulkier combinations of sepa- 
rate amplifier and equalizing niters. Designed 
to provide both amplification and equalization 
of output of studio transcription turntables 
employing either the RCA Type MI-11874-4 or 
RCA Type MI-11874-5 Pickup Heads. The 
entire unit is completely self-contained includ- 
ing a-c power supply. Built-in equalization con- 
forms to new industry standards of both NAB 

and RIAA. A three position switch compen- 
sates for variations in transcriptions and rec- 
ords. Etched wiring circuits provide stable, 
trouble-free operation. Transistors are employed 
throughout to assure freedom from micro- 
phonics. Absence of inductances make the BA-26 
insensitive to stray hum field pickup, greatly 
simplifying installation. Mounts easily in turn- 
table, provides essentially noise-free operation 
and long equipment life. 

For full particulars about the new BA-26 A Transistorized Turn- 
table Equalizing Preamplifier, see your RCA Broadcast Represen- 
tative. In Canada: RCA Victor Company, Limited, Montreal. 



As dust settles from home trek, SPONSOR ASKS: 

What did you get out of the NAfe 

The recent NAB Convention left 
broadcasters with mixed opinions. 
These three station managers felt 
the Convention was a success. 

Marion Harris, president, KGB, San 

Radio editorials 
•v | best public 

The most significant report heard dur- 
ing the recent NAB convention as far 
as this broadcaster is concerned was 
FCC Chairman John C. Doerfer's de- 
lineation of the path to be followed by 
radio broadcasters in the area of edi- 
torializing. Those of us who have ex- 
tended our efforts toward broadening 
the public's thinking with regard to lo- 
cal and national issues were given 
positive support by the commission in 
our interpretation of "editorializing." 

Chairman Doerfer's address was 
gratifying to us at KGB as it confirms 
our faith in our particular line of pro- 
graming. For some time, KGB has 
originated such programs as Inquiring 
Reporter, KGB Pulsebeat, and KGB 
News Reel. Subjects of local impor- 
tance such as sewage disposal system, 
expansion of airport facilities, whether 
religion be taught in the schools, and 
whether the international border be 
closed to juveniles are discussed. Peo- 
ple in all walks of life, from laymen to 
specialized authorities are interviewed. 

Even though KGB is located in one 
of the main cities lacking a competi- 
ti\e newspaper, our purpose in these 
programs is not to direct listeners' 
thinking in am one direction, as is 
the newspaper editorial, but rather to 
make the people in general fully aware 
of a particular situation by discussing 
ii- ever) aspect. 

Perhaps radio must coin its own 
word for its editorials since a radio 
editorial involves twice the effort, twice 
the thought, and twice the planning be- 
cause it gives two sides to a question. 

We have long felt the growing pub- 
lic need for radio stations to provide 
more informative type programing. 
Again, this was evidenced by Chair- 
man Doerfer's urging that broadcast- 
ers do more "radio editorializing" 
since it offers "one of the best oppor- 
tunities for performing local public 
service." And this, after all, is the 
basic principle of the broadcasting in- 

Jack Roth, manager, KOXO, San Anto- 
nio, Texas 

There has been one major point of 
failure on the part of the broadcaster 
in the past. This weakness has now 
been attacked with an injection of life- 
giving plasma, and the doctor in this 
case was FCC Chairman John C. Doer- 

The major weakness is the past rec- 
ord, or rather lack of record, in the 
field of editorializing. Broadcasters 
have rarely, if ever, taken an editorial 
stand on an issue, and the press has 
stolen the show. Editors of even the 
smallest weeklies have carried the cru- 
sade of editorial journalism. The pub- 
lic will never look to the broadcaster 
with respect and confidence until we 
lake up the gauntlet of editorial broad- 

There has been no clear-cut decision 
on the part of the FCC in the past as 
regards editorial reporting on the part 
of the broadcaster. Now Chairman 
Doerfer has given the official sanction 
we have been waiting for. In fact, he 

went further to illustrate the fact that, 
in the event there was a renewal hear- 
ing for the broadcaster's license and a 
newcomer showed a willingness to un- 
dertake editorial responsibility, this 
might be a pivotal factor in the deci- 
sion of the FCC as to who would re- 
ceive favorable consideration. 

Every city, town and hamlet has a 
need for this service from the broad- 
caster. Most people, regardless of their 
station in life, draw their opinions 
from others whom they consider better 
informed or completely honest and 
forthright in convictions. The broad- 
casting industry has the most complete 
resources known to man today for 
guiding public opinion. The time has 
come for us to fully exercise the fran- 
chise that we have from the govern- 
ment and take editorial stands for the 
betterment of local, county, state and 
national conditions. 

Eugene S. Thomas, vice president & 
general manager, KETV , Omaha 

°ve come 


a long 

Compare the 1958 National Associa- 
tion of Broadcasters convention in Los 
Angeles with that held in the same city 
in 1948 — to realize how much specific 
help the recent meeting gave to broad- 
casters and advertisers alike. 

In 1948, the convention listened to a 
special NAB committee, composed of 
Gordon Gray, Herb Krueger, Vic Rat- 
ner and myself, which recommended 
that stations support their industry- 
wide program to show radio effective- 
ness to advertisers, just as newspapers 
and magazines had done for years. 
This appeal was followed by related 
steps toward organization of the Ra- 
dio Advertising Bureau and later the 
Television Bureau of Advertising. In 

sponsor • 17 may 1958 


1958, Kevin Sweeney and Jack Har- 
destey of the RAB and Pete Cash of 
TvB recited accomplishments of their 
now well-established organizations — 
and outlined steps by which broadcast- 
ers this year will do still more to in- 
crease sales and thus help to restore 
nation-wide prosperity. 

At the opening tv session, devoted to 
films, such veterans as Dwight Martin 
and George Shupert, each experienced 
in both buying and selling films, 
stressed the gains to be made if films 
are purchased selectively, scheduled to 
win maximum audiences, and priced, 
promoted and sold intelligently. This 
was a timely reminder to KETV, Oma- 
ha, which had just bought the 700 
Paramount features and to scores of 
other stations which were then negoti- 
ating similar purchases. 

Contrariwise, at the last day's tele- 
vision session devoted to color tv, such 
veterans as Clair McCollough testified 
that manufacturers, broadcasters and 
the public are all suffering from poorly 
planned color selling. 

Sandwiched between opening and 
closing talks on selling was Chuck 
Towers" advice that close control of op- 
erating expenses is needed now more 
than ever for profit maintenance. 
Chuck was buttressed by first-hand re- 
ports from Dub Rodgers, Harold See 
and others who already have installed 
videotape, IBM or other time and la- 
bor-saving devices. 

Unveiling of tentative program 
schedules for the 1958-59 season by 
the network chiefs help affiliated sta- 
tions to plan ahead. The challenge by 
government and industry leaders to 
stations to turn their cameras on local 
activity and local reaction to national 
issues, inspired lively discussions station operators concerning 
various approaches to this task. 

Speeches and hotel room conversa- 
tions combined to deliver the 1958 
convention's most important lesson: 
"Improve sales, employee relations, 
and service to the community, while 
keeping costs down." ^ 

SPONSOR • 17 MAY 1958 


A subliminal ad 


we hare 


the largest share 


of audience 


by the 


latest A.R.B. 


Feb. -March 1958 


\ational and regional spot hii)s 
in icork noiv or recently completed 






THAT HAS A . . . ^V. 






Ask Your Petrymon 




The Procter & Camble Co., Cincinnati, is scheduling announce- 
ments in top markets for its Tide. The campaign starts this month; 
minutes and chainbreaks are being slotted. Frequency depends upon 
the market. Buyer: Pete Dalton. Agency : Benton & Bowles. Inc.. 
New York. I \genc\ reclined to comment. I 

The Procter & Gamble Co., Cincinnati, is entering 40 markets for 
its Joy detergent. The schedules start this month; minutes during 
nighttime segments are being used. Frequencies depend upon the 
market. Media Supervisor: Cus Phlegler. Agency: Leo Burnett Co., 
Inc., Chicago. ( Agency declined to comment, i 

The Parker Pen Co., Janesville, Wis., is going into 66 markets 
for its T-Ball Jotter pen. The five-week campaign starts this month. 
Minutes and I.D."s are being aired, with frequencies varying. Buyer: 
Harold Bennett. Agency: Tatham-Laird. Inc.. Chicago. (Agency de- 
clined to comment.) 


McCormick & Co., Inc., Baltimore, is kicking off a campaign for 
its iced tea. The 13-week schedule starts this week. Minute an- 
nouncements during the early afternoon are being slotted; average 
frequency: 15 per week per market. Buyer: Chips Barrabee. Agen- 
cy: Lennen & Newell, Inc., New York. (Agency declined to com- 

The American Tobacco Co., New York, is starting a campaign in 
various markets for its Roi-Tan cigars. The schedule is short-term: 
minutes are being used during early morning and late afternoon seg- 
ments. Frequency varies from market to market. Buyer: Janet 
Murphy. Agency : Lawrence C. Gumbinner Adv. Agency, Inc.. New 
York. (Agency declined to comment.) 

General Foods Corp., White Plains. N. Y.. is scheduling announce- 
ments in major markets for its Swans Down Cake Flour. The eight- 
week campaign starts this month. One minute spots throughout 
the day are being placed; frequency depends upon the market. Buy- 
er: Bob Gleckler. Agency: Young & Rubicam, Inc., New York. 
(Agency declined to comment.) 


J. H. Filbert, Inc., Baltimore, is going into radio and tv markets for 
its Mrs. Filbert's Margarine. The schedule begins 21 May for a 
summer run. In radio, in about 60 markets, minutes and I.D.'s dur- 
ing daytime segments are being slotted. In tv, in about 40 markets, 
minutes, I.LVs and 20's are being scheduled during both daytime 
and nighttime segments. Frequencies vary from market to market. 
Buyer: Tom O'Dea. Agency: Sullivan. Stauffer. Colvvell & Bayles, 
Inc., New York. (Agency declined to comment.) 

17 may 1958 

T. V. spot editor 

A column sponsored by one of the leading film producers in television 


Never underestimate the power of good photography — as in these 60- and 
30-second spots for new superwhite Kolynos Tooth Paste. Simple home situ- 
ations come alive . . . and dental demonstrations, ethically handled, carry 
more than ordinary conviction. An authoritative voice-over completes the 
message, always in keeping with the relaxed pace of the commercial. 


New York: 200 East 56th Street 
Chicago: 16 East Ontario Street 

When a woman throws a hot iron over her shoulder — you're looking at one 
of SARRA's 60-second commercials for Van Heusen Shirts. Essentially, these 
spots are straight "sell" — carried off by Bert Parks, in style! With most of the 
action on his own shoulders (no pun intended) , Parks gets over all the 
selling points of Van Heiisen Shirts with plenty of product identification in 
high key photograph. Produced by SARRA for THE PHILLIPS-VAN 


New York: 200 East 56th Street 

Chicago: 16 East Ontario Street 

60- and 20-second spots and 10-second ID's for better Sunbeam Batter 
Whipped Bread leave no doubt that this is superior bread — no holes, no 
streaks, no poor end-slices. In one commercial, for example, slices are fanned 
out via stop motion. In another, jam oozes through ordinary slices. In every 
one, a convincing demonstration focuses the viewer's attention on Batter 
Whipped Sunbeam, with a short jingle for a lively close. Produced by SARRA 


New York: 200 East 56th Street 
Chicago: 16 East Ontario Street 

Memorable because it's the funniest to date! This series of 60-second com- 
mercials for Jax Beer is a three-way creative effort. Written and voiced by 
Allen Swift . . . with puppetry by Paul Ashley . . . and brought into adver- 
tising focus for the TV screen by SARRA. Hilarioxis dialogue and delightful 
puppets in rib-tickling situations never miss the primary purpose — to sell 
fax Beer! Produced by SARRA for JACKSON BREWING CO. through 


New York: 200 East 56th Street 
Chicago: 16 East Ontario Street 

Let's be specific I 


South Florida's First ARB 
Area Study shows WTVJ's 

total coverage. Channel 4 
has greater share of 
audience than all other 
South Florida stations 



Ask your PGW colonel for new 
book "Dimensions". . . WTVJ's 
detailed analysis of ARB's March 
area study for South Florida. It 
shows how WTVJ delivers solid 
audience in every one of South 
Florida's 18 counties— total cover- 
age from Ft. Pierce to Key West! 

This ad appeared in Advertising Age and Broadcasting on May 19, and in Sponsor on May 17, 1958 

ARB'S survey area 

18 counties with retail sales of $ 2,466,271,000 

SPECIFICALLY. . . special 
ARB tabulations show that 
WTVJ delivers a net undupli- 
cated audience (sign-on to sign- 
off ) on a "viewed 5 days per week 
or more" basis: 

31.7% greater than Station "A" 
130.8% greater than Station "B" 

And, on the same basis, between 
6 pm and sign-off WTVJ deliv- 
ers a net unduplicated audience: 

38.1% greater than Station "A" 
184.4% greater than Station "B" 

ARB's Findings 

Station share of audience, 

sign-on to sign-off, 
Sunday - Saturday 

WTVJ Station "A" Station "B 

51.1% 33.9% 16.4% 



w^t,^ % ,» 

SPONSOR • 17 MAY 1958 

Capsule case histories of successful 
local and regional television campaigns 


AGENCY: Direct 
past \ear and a half, 


SPONSOR: Breisch's Restauran 
Capsule case history: For the 
Breisch's Restaurant has been a consistent advertiser on 
KOMI -T\ . Columbia, Mo. Prior to Breisch's entn into tv. 
the restaurant had done limited promotion. The restau- 
rant lias been using three 10-second Class "B" announce- 
ments weekl) for a monthly expenditure of $117. This is 
the onl) advertising medium utilized. Since Breisch's began 
it- schedule on KOMU-TV, sales receipts have risen 45% 
over the same period a year ago. In a recent test, Breisch's 
ran a special promotion featuring Hawaiian Night. The 
owner purchased tv\o 1-minute Class "B" announcements — 
the onl) advertising used. More than 300 people were 
served on Hawaiian Night, and an equal number were 
turned away due to the restaurant's limited seating capacity. 
"Tv has proved to be the best medium for my advertising 
dollar." said Leroy Watkins. owner. "I plan to continue 
using it throughout the year." 
KOMU-TV, Columbia PURCHASE: Announcements 


SPONSOR: Fowler Furniture Company AGENCY: Direct 

Capsule case history: Fowler Furniture Co. of Tyler, 
Texas, believes that tv will move its merchandise. They have 
been a stead) advertiser on KLTV since October 1956. To 
cite one example: In a recent promotion for dining room 
Buites. 10 \pril thru 18 April, Fowler advertised its sets 
priced at $29.95, $39.95 and $59.95 each. At the conclu- 
sion of the campaign Fowler had sold 30 sets at an average 
price ol $50 per set. In addition to the advertised suites, 
the compan) sold 26 other dinettes priced from $69.95 to 
$139.95, bringing the average price for each suite sold to 
$70. Fowler used three sports shows, 6:15-6:25 p.m., 
Thursda) and Tuesdaj and Thursda) during the 10-day 
campaign. Each show carried two 1-minute participations 
at which time a sample sel was displayed. Customers came 
from .i 10 mile radius of Tyler to purchase the advertised 
specials. Since Fowlei put the major portion of his adver- 
tising budget into tv, hi- sales have steadil) increased while 
a competitive furniture Btore'a sales have decreased. 
KLTV, Tyler PURCHASE: Sponsorship 


SPONSOR: Mooresville Flour Mills, Inc. AGENCY: Direct 

Capsule case history: As sponsor of Joe Smith's Southern 
Playboys, on WSOC-TV, Charlotte, N. C, Mooresville Flour 
Mills. Inc.. of Mooresville, has found a program that de- 
livers heavy sales in the Charlotte market. For the past 
three months, since Mooresville began sponsoring Joe 
Smith s Southern Playboys, the company reports marked in- 
creases in flour, corn meal and feed sales. The major por- 
tion of the customers said they had heard the announce- 
ments on WSOC-TV. With the aid of WSOC-TV's produc 
tion staff and the air salesmanship of Joe Smith and his 
Playboys, the Mooresville announcements were given high 
entertainment value. Not only did regular customers make 
more frequent purchases, but a great many new accounts 
were opened which Mooresville attributes directly to the 
television program. "Adding new accounts is of even great- 
er importance than sales increases alone," said Joe Gilley, 
Jr. "We plan to use this program indefinitely." 
WSOC-TV, Charlotte PURCHASE: Sponsorship 


SPONSOR: Folder Coffee AGENCY : Direct 

Capsule case history: KTVU, San Francisco, suddenly 
received rights to televise the NCAA basketball playoffs, 10 
March and 15 March. KTVU offered sponsorship of the 
games to Folgers. a sizable West Coast coffee distributor. 
Folgers had little time to make a decision. The company 
was then completing a large scale campaign for their instant 
coffee using all media, where they had been meeting with 
considerable success. Folgers made a snap decision to par- 
ticipate, to promote public relations, by bringing the Sin 
Francisco audience important local viewing fare, rather than 
sales. "When the NC \ V playoff sponsorship was offered to 
us by Channel 2. we made one of the quickest decisions in 
our advertising historv." commented Peter Folger. "Now it 
looks like it was one of our best decisions. The sportscasts 
did an outstanding public relations job for us, but at the 
same time they were a big sales builder. The hundreds of 
letters praising the Folger-sponsored telecast have under- 
scored the point that no effort to build good will is ever 
KTVU. San Francisco PURCHASE: Half-Sponsorships 



In this busy area . . . 
most television viewers 
watch WBEN-TV 
most of the time 

The independent Trendex 
program- rating ser\ 'ii 
than 1()0,0()() telephoi 

i during its latest AREA s 
ind that WBEN-TV v 
FIRST PLACE in 120 out of 156 

WBEN-TV was first in 76.9% of 
the time periods measured. 

Quality programming, the foremost network shows 
from CBS, balanced entertainment for the entire family, 
perfect pictures and perfect sound — all for more than 
4 million people on Channel 4. 

TV viewers of Buffalo, Western New York, nearby Pennsylvi 
and Canada have voted overwhelmingly in favor of the entert 
educational, cultural and informative programs presented as i 
community responsibility — year in year out — 
by WBEN-TV on Channel 4. 

Proof again 

r TV dol 

t foi 

t Channel 4. 

Represented nationally by 



CBS the nation's top network 

SPONSOR • 17 MAY 1958 

A pictorial review of local 
and national industry events 

Awaiting a buffet dinner at KABC TV's "California Holiday" lui 
during NAB convention are Pat Shaw. Bob Kiinicnx hncider and Pat 
Shinzing of Gardner Advertising, St. Louis, and Elton Rule, general 
sales manager of KABC TV. "California Holiday" included lunch, 
ride- and special show at Disneyland 

Close shave on the new beard of WFMY TV senior producer 
lack Markham is attempted by fellow whisker-growers (1. to r.) 
film director Don Causey and engineers John Broadway and Doug 
Johnson. WFMY TV staffers grew the beards to celebrate 
Greensboro. N. C. ses<iuicentennial 

Dry-land navy from Nebraska recruited three new Admirals when 
Omaha Advertising ( lub president Ed Covert (third from left) pre- 
sented certificate> to (1. to r.i Ogden Knapp, NBC station relations; 
Tom Knode, NBC station relations v.p., and Matthew J. Culligan 
(r.), r.p. in charge of NBC Radio network 

Suzzi. noted anthropoid film star, "mon- 
keys" around with Paul Talbott of Freman- 
tle Overseas Radio & TV. Suzzi took the 
film to Mexico where she will emcee a 
television show of CBS-produced films 

SPONSOR • 17 MAY 1958 

News and Idea 


Hudnut Hair Preparation brands, 
a division of Warner Lambert 
Pharmaceutical Co., moves from 
SSC&B to Lambert & Feasley, (a 
subsidiary of W.L.), 1 August. 

Hudnut products include, Richard 
Hudnut, Quick, Pin Quick, Beauty 
Curl, Enriched Creme Shampoo and 
Creme Rinse 

The account billed about $2,- 
000,000 in former years. 

Current campaigns and promo- 
tions : 

• Anheuser-Busch promotes its 
theme "Pick-A-Pair of 6-Paks" 

during June and July via print and 
spots on some 400 radio and tv sta- 

• A new peanut butter bearing the 
Home Brand label of Wm. Barnes 
Co., Minneapolis, will be introduced 
in a 10-state area via tv and print. 
Jackson, Haerr, Peterson & Hall, 
Peoria, handle the account. 

• Dr. Scholl's has added another 
radio show to its Zino-pad campaign 
— NBC's Bandstand, for Wednesdays 
and Thursdays. 

• Chunky Chocolate Corp. ran a 

promotion via CKLW-TV, Detroit, for 
its Kit Kat Candy Bars and Chunky 
Bars with three spots weekly on Pop- 
eye, to attract the youngsters. During 
the three week period, over 30,000 
pieces of mail containing candy wrap- 
pers, responded. 

Latest stockholder reports: 

• Westinghouse's billing for the 
first quarter of 1958 is $449,329,000— 
Vr under 1957, and net income is 
$12,903,000—9% lower than the same 
time last year. 

• Gillette's net income, for the 
three months ending 31 March, 1958, 
is $5,737,850—a decline from the 1957 
figure of $6,964,900. 

• Dr. Pepper reports first quarter 
sales rose 8% over the 1957 report. 

Net after taxes reached $35,081, com- 
pared with $4,242 in the 1957 quarter. 

Here's some of Ballentine's base- 
ball tv and radio schedule: 141 

Yankee games, via WPIX, N. Y.; 70 
Phillie games split among WFIL, 
WRCV, and WVUE; 35 Games of the 
Week, over WTEN, Albany and 26 
games via WTOC, Savannah. 

The entire 154 game schedule of 
both Yanks and Phillies will be aired 
over WMGM, New York. 

People on the move: William Mc- 
Cormick, appointed v.p.. Lanolin 
Plus . . . Herbert Shayne, product 
manager in the Pepsodent Div., Lever 
Bros.. . . Rabih Robertson, appoint- 
ed director of advertising, Pharma- 
Craft . . . Lee Desmond, named as- 
sistant general manager of Dodge cars 
and trucks, Chrysler . . . Howard F. 
Gersten, product advertising manager, 
Block Drug Co. 


Research is not enough, said Dr. 
Jaye Niefeld, research director, 
Keyes, Madden & Jones, to mem- 
bers of the American Association for 
Public Opinion Research convening in 

"Research," noted Niefeld. "must be 
reliable and it must be communicated 
in such a way as to have interest, be 
understood and employed as an 
aid in management decision mak- 

WPEO, Peoria, conducted a round 
table on modern radio with agen- 
cy people, clients and reps from 
a 250 mile radius. 

The panelists and their topics: 

Bill Brewer, of Potts-Woodbury 
Inc., Kansas City: Ratings Aren't 

Nick Takton, ad manager, Clark 
Oil and Refining Corp., Milwaukee: 
Radio's Mobile Audience. 

Dolan Walsh, of D'Arcy, St. Louis: 
The Radio Test Market. 

Ruth Babick, of Earle Ludgin, Chi- 
cago: Today's Woman Audience. 

New agencies: Sander Allen stepped 
out of the presidency of Allen Adver- 
tising Agency to form Sander Allen, 
Inc., Chicago . . . C. Knox Massey 
and Associates, Inc., Durham, began 
operations 1 May . . . Burns & Pen- 
dleton formed this week with offices 
in East Orange, N. J. 

They're expanding their quarters : 

SSC&B moves to 575 Lexington Ave., 
N. Y., and will occupy four floors in 
this new building. The agency now 
employs more than 300, and has an- 
nual billings of over $40 million . . . 
Joseph Katz expands its floor space 
with an additional 2,200 square feet at 

555 Fifth Ave., N. Y Mike Fadell 

Advertising, Minneapolis, moves to 
the Treasure Masters Building 1 June. 

Agency appointments: L. H. Hart- 
man, for Vita Food Products . . . 
Henry J. Kaufman & Associates, 

for The Electric Institute of Washing- 
ton .. . S. E. Zubrow, Phila., for 
Prince Macaroni, N. Y. Division . . . 
Krupnick & Associates for the 
Friedman-Shelby and Peters Divisions 
of International Shoe . . . Ben B. 
Bliss Co. for Original Crispy Pizza 
Crust Co. . . . Goldman and Walter, 
Albany, for the Fitzgerald Brothers 
Brewing Co.. Troy . . . Clark & Bob- 
ertz, Detroit, for Russell H. Rogers 
Corp. . . . K,M&J for Francois Pope 
& Sons Foods, who will introduce a 
new line of frozen products to the Chi- 
cago market . . . Holtzman-Kain, 
Chicago, for the Chicago Dry Cleaners 
Association . . . Executive Advertis- 
ing, for Iodent Toothpaste and Liquid 
Center Cough Drop. 

Personnel moves: A. Roy Barbier, 

appointed v.p., McM,J&A . . . John J. 
Remillet, named a v.p. and director 
of marketing, D. P. Brother ... I. Or- 
rin Spellman, named assistant to the 
president, EWR&R . . . Fred Bing- 
ham, account executive, Clark & Bob- 

sponsor • 17 may 1958 

ertz . . . Richard Epp. chief time 
Inner in the media dept.. Gardner . . . 
Humphrey Bourne, to the copy and 
merchandising stall. Tilds & Cantz . . . 
Tom Johnston, account executive. 
DFS . . . Herman Bischoff, appoint- 
ed tv art director. L&.\ . . . Len Roll- 
er, to Rudner \ Finn Field Network 
. . . ("lark Zimmerman, director of 
research, Lang. Fisher \ Stashower . . . 
Edward Peck, account executive on 
the Wallace Lahs account. Ted Bates 
. . . Edith Krams Whaley, media 
buyer, Stromberger, LaVene. McKen- 

More on the move: Adrian Bryan 

Courie, appointed tv, radio copy su- 
pervisor. NC&K . . . Robert Grant, 
to the position of general manager. 
Robert Otto . . . Cecil K. Carmichael, 
account supervisor on the Association 
of American Railroads account. B&B 
. . . Jack Marson, marketing execu- 
tive, Geyer . . . George Drake, copy 
edit,,.. EWR&R . . . Robert Hakken, 
copy supervisor on the Edsel account, 
FC&B . . . Richard Hyland, upped 
to associate media director. JWT, Chi- 
cago . . . Wayne Wille, to Aaron 
Cushman & Associates . . . 

Need ham, Louis & Brorby re- 
aligned its copy department: Albert 
Klatt, named chairman of the operat- 
ing committee . . . Frederick Sulcer, 
assistant director . . . Edward Me- 
Auliffe, manager of copy service . . . 

Other people in other places: Paul 

LeMay named tv and radio production 
chief, Kerker Peterson Hixon Hayes 
. . . Karl Gruener, administrative 
head of Hollywood tv staff. Guild. Bas- 
com & Bonfigli . . . Jerry Sussman, 
to the cop) staff, The Wexton Co. . . . 
L. Douglas de Savoye, account ex- 
ecutive, Torobin Advertising . . . Wil- 
liam J. Lyons, tv/radio director, 
Dowd, Redfield & Johnstone . . . Syl- 
via Kaye. estimator in media dept.. 
BBDO, Philadelphia . . . William Fos- 
ter, account executive, Ted Bales . . . 
ter, account executive, Ted Bates. 

Ogilvy. Benson & Mather elected 
three 'new vp.'s: David B. McCall, 

Rev a Fine and Clifford Field . . . 
MacManus, John & Adams appoint- 
ed two new \ .p. - for their L. \ "Hue ; 
Robert Guggenheim, Jr. and Ralph 

More on promotions: George Bell, 

associate art director. Brown & Butcher 
. . . Gerald Lesser, account executive, 
Keyes, Madden & Jones . . . Gordon 
Cunn, research director. BBDO. L.A. 


Blair-TV is telling the story of the 
station reps to colleges and uni- 

The rep firm, celebrating its 25th 
\ear. presents their "Market Sense" 
presentation covering the role of spot 
tv today as well as their two new 
concepts — the Test Market Plan 
and Purse-Suasion. 

New headquarters: Richard O'Con- 
nell moves to new and larger quarters 
at 527 Madison Ave., N. Y. . . . The 
Station Representatives Associa- 
tion moves to 366 Madison Ave., N. Y. 

Expansions: Simmons Associates 

adds offices in San Fran, and L. A., to- 
gether with an increase in the N. Y. 
sales force . . . Weed Television 
Corp. opens its ninth office in Dallas. 

Timebuyers note: Blair-Tv is hold- 
ing an ad agency timebuyer's con- 
test to find a name for the cartoon 
character used as a symbol of the day- 
time housewife viewer for the rep 
firm's daytime tv presentation. Any 

Rep appointments: Walker Reps 

for WAPI, Appleton, Wisconsin . . . 
The Boiling Co., for WJPS, Evans- 
ville . . . Venard, Rintoul & McCon- 
nell, for WDXB, Chattanooga . . . 
Boh Dore Associates for: WKIS, 
Orlando; WAPX, Montgomery; KLOS. 
Albuquerque; WJRD, Tuscaloosa, 
Ala.; and KLYN, Amarillo. 

About people: John B. Sias, elected 
a v. p., PGW . . . Thomas B. Camp- 
bell, v. p. in charge of station relations, 
and Edwin C. Charney, elected a 
v.p.. The Branham Co. . . . Clark N. 
Barnes, manager of L. A. office, John 
E. Pearson. 


Merle S. Jones, president CBS Tv 
stations, disclosed the executive 
structure of his division and the 
appointment of several new execu- 

The officer and department heads 

John Cowden, v.p., sales promo- 
tion and advertising: Thomas Means, 
director of sales promotion and adver- 
tising; and Charles Oppenheim, di- 
rector of public relations. 

Network tv got several renewals 
this week. 

Here's a rundown on such renewals 
and sales : 

• Procter & Gamble renewed its 
sponsorship of NBC-TV's Loretta 
Young Show for 52 weeks, and has ex- 
tended its half-hour sponsorship of 
Suspicion I NBC-TV I through 22 Sep- 
tember . . . both orders through 

• Singer and Lipton renew Cali- 
jornians (NBC-TV) for 52 weeks via 

• Summer replacement: The 
Chevy Showroom will bow 3 July in 
place of the Pat Boone Show (ABC- 
TV). Chevrolet is the sponsor. 

• For the fourth consecutive year, 
Ideal Toy Co. has signed to sponsor 
the telecast of Macy's Thanksgiving 
Day Parade. Grey is the agency. 

• Canada Dry has ordered 10 par- 
ticipations in NBC-TV's Today show, 
to start 21 July. J. M. Mathes is the 

Other daytime NBC-TV orders: 
Armour, for alternate Monday quar- 
ter-hour segments on Dough-Re-Mi. 
and alternate Monday quarter-hour 

segments on The Price Is Right . . . 
Glamorene, for quarter-hour seg- 
ments on various days on Treasure 
Hunt . . . Sterling Drug, renews al- 
ternate sponsorship on quarter-hour 
segments on Modern Romances. 

The CBS Radio Network is provid- 
ing a special one-hour-delayed 
service of the entire daily broad- 
cast schedule for all affiliates re- 
maining on Standard Time. 

The broadcast schedule is being 
taped in Chicago and played over a 
separate circuit to Standard Time sta- 
tions to prevent am disruption of the 
affiliates' schedules. 

For this, CBS will set up two sets 
of lines, one for DST stations and 
a separate network to feed pro- 
grams from Chicago to all ST sta- 

1/5 of all Canadian Drug Sales are made in our Hamilton-Toronto-Niagara coverage area 







(HCH-TV reaches 1/5 of the Canadian drug market. The 2,522,715 people within our 
\ist coverage area spend $76,848,000 each year in more than 1,000 drug outlets. This 
rpresents 24.24% of all Canadian drug sales . . . another black and white fact proving 
t at CHCH-TV 'sells on sight' to the richest market in Canada. For further informa- 
jpn call Montreal: UN 6-9868; Toronto: EM 6-9234; Hamilton: JA 2-1101; Van- 
cuver: TA 7461; New York City: PL 1-4848; f*UI*Um W <j»\ 
Ciicago: MI 2-6190; San Francisco: YU 6-6769 CHANNEL f# CANADA fT 


•*W USE 19 JOlV \ 

\ 1 JULY • 

They were appointed: Robert D. 
Daubenspeck named manager, sales 
development and presentations, tv sales 
and Arthur Johnson, appointed man- 
ager, station sales, of NBC TV Net- 
work Sales . . . Mary Kay Murphy 
named manager, Literary Rights Unit. 

Elected : Thomas C. McCray, v.p., 
NBC and general manager, KRCA, 
L.A., elected to the board of directors 
of the Better Business Bureau, L.A. 

Network awards: Dr. Frank Stan- 
ton, pres., CBS, Inc., received honor 
award for distinguished service in 
Journalism, by the University of Mis- 
souri . . . Robert Sarnofl*, pres.. 
NBC, received an award for the net- 
work from the American Public Rela- 
tions Association for pr programing 
in 1957. 



• With 25 new sales this week. 
NTA's Champagne Package of 20th 
Century features are now in more than 
100 market mark. 

• Marlboro (through Leo Bur- 
nett) has purchased Silent Service in 
the Baltimore market. Gunther Beer 
is the alternate sponsor over WBAL- 

• WPIX had a successful first 
week in syndication. Station sold its 
Russian Revolution to the CBC for its 
40-station lineup, as well as to five 
U. S. stations. 

Re new series: Bill Burrud Produc- 
tions has added a dramatic-documen- 
tary series, Treasure, to its two cur- 
rently in syndication ... a new chil- 
dren's series Animaland, filmed in 
Africa, makes its debut shortly on 
the Westinghouse Broadcasting 

Ratings: For two months in a row, 
Ziv's Sea Hunt has made tv history 
in New York City. 

Show hit the Neilson top ten list in 
both February and March. It's the first 
time a syndicated show has done so. 
Series bowed in January. 

Off to Europe :TPA president Mil- 
ton Gordon and foreign operation 
v-p. Manny Reiner left this week 
for a two- to four-week trip to 

Strictly personnel: Arthur Spirt. 

elected v.p. of the Central division, 
TPA . . . Fred R. Frank, Jr., named 
v.p., Gross-Krasne's southern sales di- 
vision . . . Jack Heim, to the sales 
staff of AAP, as account exec in the 
Warner division . . . Eli Feldman, to 
Pelican Films as sales v.p. 

Reed Binham, promoted to execu- 
tive v.p., Bill Burrud Productions, and 
Jack Heintz, named business counse- 
lor of the same firm . . . Robert 
Mooney and Robert Montgomery. 
to the sales staff of Guild Films . . . 
Nick Webster, named v.p. and Rich- 
ard Sage, secretary, of Filmways, Inc. 
. . . Robert Hart, appointed technical 
supervisor of Transfilm . . . Phil 
Cooper will act as west coast sales 
executive, Atlantic TV. 


Leading ad agencies of Puerto 
Rico have joined to form the Ad- 
vertising Agencies Association of 
Puerto Rico. 

The group has adopted a set of 
standards and membership qualifica- 
tions similar to the 4A's. 

Officers include: Jack Zerbe, Y&R, 
president; Samuel Badillo, Publici- 


A 12-County, $743,538,000* 
Market Covered by 
5000 W - 560 KC 

A Market Apart from Seattle 
and Spokane 

17 may 1958 

dad Badillo, vice president; Rivera 
Bernacet, Publicidad Astra, sec.-treas. 

A.M.A. has formed a past presi- 
dents' council for the N. Y. chap- 

Purpose: Advisory group with life- 
time membership to aid the board of 

Meetings and conventions: Leading 
specialists of 12 major advertising me- 
dia will hold a series of workshop ses- 
sions at the AFA convention in Dallas. 
10 June . . . Rep. Oren Harris will be 
featured speaker at the Connecticut 
Broadcasters Association's annual 
meeting 23 May . . . The annual man- 
agement meeting of the National Ad- 
vertising Agency Network will be 
held in Quebec, 2-8 June. 

Kudos to: Harry Merrick, chair- 
man. Greater National Capital Commit- 
tee, honored with the Washington Ad 
Club's award of achievement . . . Los 
Angeles Ad Women's achievement 
award winners : tv commercial black 
& white: 1st place to Le Ora Thomp- 
son, of Le Ora Thompson Assoc, for 
DeSoto; 2nd place, Fran Harris 
Tuchman, Harris-Tuchman Prod., for 
Sebb Shampoo; tv color commercial 
1st place to Le Ora Thompson for 
DuPont; best business film. Betty 
Hopkins, for a tv film for L.A. 

They were elected: 

NAB's radio board named three 
new directors : Joe D. Carroll, gen- 
eral manager, KMYC, Marysville, Cal.; 
Edward DeGray, v.p. in charge of 
ABC's radio network; Armand Ham- 
mer, president, MBS. 

NAB's tv board named two new 
directors: G. Richard Shafto, ex 
ecutive v.p., WIS-TV, Columbia, S. C; 
Dwight Martin, chairman of the 
board, WAFB-TV, Baton Rouge. 

Ohio Association of Broadcast- 
ers: Jay Wagner, general manager, 
WLEC, Sandusky, Ohio, president; 
; Tom Rogers, WCLT, Newark, v.p. 
for radio; Allen Land, WHIZ-TV, 
v.p. for television. 

4A's east central region : Robert 
Anderson, v.p., BBDO, chairman of 
the board; W. Stanley Redpath, 
Ketchum, McLeon & Grove, vice-chair- 
man; C. Allison Monroe, BSF&D, 
sec. treas. 

4A's central region: James 
Cominos, v.p., NL&B, chairman of 
the board; Larry Wherry, Wherry, 

sponsor • 17 may 1958 

Baker & Tilden, vice-chairman; Alex- 
ander Gunn, JWT, sec.-treas. 

4A's Chesapeake Council: Jo- 
seph Katz, of Joseph Katz Co., chair- 
man; Helen Ver Standig, M. Bel- 
mont Ver Standig, Inc., vice-chairman; 
Frank Blumberg, Newhoff-Blumberg 
Agency, sec.-treas. 

4A's St. Louis Council: Marvin 
McQueen, v.p., D'Arcy, chairman; 
James Firth, of Winius-Brandon, vice 
chairman ; John Leach, Gardner, sec- 


WBBM-TV, Chicago, is distribut- 
ing a booklet outlining its public 
affairs efforts during 1957. 

This effort, representing a variety of 
subjects devoted to civic interest, com- 
prised 1,239 programs, 307 partial pro- 
gram features and 6,843 announce- 
ments — totaling 300 broadcast 
hours valued at $2,406,949. 

On-the-spot news: WBT & WBTV, 

I'm a 











Charlotte, provided Carolinians with 
instantaneous news coverage of a strick- 
en airliners emergencj landing. Only 
72 minutes after its occurrence, 
WBTY dispatched a complete film 
report by plane to CBS-TV news 
in Ncm York. 

New tv owner: Henry J. Kaiser, 
president, Kaiser Hawaiian Village TV, 
Inc., acquires KLLA-TY, Honolulu, 
subject to FCC approval. 

Brent Gunts Productions, Balti- 
more, inaugurates a new Consulta- 
tion Service for agencies, advertisers. 
radio and t\ stations. 

It will cover the fields of program- 
ing, production, selling, promotion and 
all allied creative activities. 

Kudos to: WJBK-TV, Detroit, for 

-•i\ice in broadcasting of psychology 
series by the Advisory Council on Edu- 
cational tv and radio . . . WBTV, 
Charlotte, for community service, by 
the Junior Woman's Club . . . Omaha's 
Gold Frame awards to WOW-TV, for 
Teen Topics: KMTV for TV Class- 
room and All the News . . . Amalga- 

mated Clothing WOrkers awards to 
CBS producer Ted Avers, for Face 
the Nation and GBS radio producer 
George Vicas, for Radio Beat . . . The 
Oklahoma Associated Press Broadcast- 
ers' \sso( iation reporting award to 
WKY-TV news department . . . Atlan- 
ta Board of Education cited WAGA- 
T\ for the tireless energy in promot- 
ing Atlanta's outstanding teens. 

People on the move: Jack Dah- 
mer. to the sales staff, KFDM-TV, 
Beaumont . . . Sam Rahall, named 
president, WTSP-TV, St. Petersburg 
. . . David Lee, director of news and 
pr, KMGM-TV, Minneapolis . . . 
Charles Kelly, appointed station man- 
ager. WCKT-TV, Miami ... Lee Mur- 
ray, to the announcing staff, WISN- 
TV, Milwaukee . . . Phil Wilson, ap- 
pointed news director, WANE-TV, Ft. 
Wayne . . . David Yarnell, named 
program manager. WABD. N. Y. . . . 
William Stiles, general manager and 
Mark Smith, station manager. KLRJ- 
TV. Las Vegas . . . Cecil Webb, 
named director of sales promotion and 
merchandising, KRON-TV, San Fran- 
cisco . . . Barret Geoghegan, ac- 
count executive. WABC. N. Y. . . . 

In Upstate New York 

WSYR-TV Delivers 
Two Separate Markets 

For the Cost of One! 

By itself, WSYR-TV delivers 70,000 m 
than its major competitor — making it far 
the best buy in a %iy 2 billion market. 

d away 

In addition to that . . . when you buy WSYR-TV, 
you also get its power-packed satellite, WSYE-TV, 
delivering big plus coverage of the Elmira-Corning 
area. You get a complete additional market at no 
additional cost! 

. . . and, incidentally, if ratings fascinate you, read the 

current ARB report for Syracuse, showing WSYR-TV's 

clear margin of superiority from sign-on to sign-off. 



Channel 3 • SYRACUSE, N. Y. ■ 100 KW 

Plus WSYE-TV channel 18 ELMIRA, N. Y. 

George Saunders, account executive, 
Will VIV. Huntington, W. Va. . . . 
Bob Shriver, tv account executive. 
KOA-TV, Denver . . . William Kelly, 
appointed film editor and Joe Crab- 
tree, assistant film editor. WAVY-TY, 
Portsmouth, Va. 

More on the move: Dwight Wheel- 
er, appointed operations manager, 
WWTV, Cadillac, Mich. . . . Peter 
Klein, film director, KMOX-TV. St. 
Louis. . . . Walter Barlett, sales man- 
ager, WWL-C. Columbus, Ohio. . . . 
Robert Koehenthal, sales account 
executive, WABC-TV, New York. . . . 
Norman Cissna, Lionel Furst, Paul 
O'Brien, and Augie Cavallaro, to 
the national sales department. YIW. 


RAB's v.p. and general manager 
John F. Hardesty spoke critically 
of timebuyers at a meeting of the 
Ad Club of N. Y. 

"Timebuyers in most instances" he 
said, "aren't oriented on the mech- 
anism of station operations. 

"If agency radio timebuyers and the 
creators of radio commercials could be 
exposed to even a limited one-week in- 
doctrination in a local radio station, 
advertisers would benefit from in- 
creased effectiveness in the two most 
important facets of radio advertis- 

"1) the commercial 
2 1 the placement of the com- 
mercial to reach the desired andi- 

Covering the news front: KGO, 
San Francisco, airs capsule traffic 
conditions reported by their sky patrol 
from a Hiller 12-C helicopter . . . 
WOW, Omaha, has transformed five 
news vehicles into broadcasting sta- 
tions, enabling station newsmen to be 
dispatched to the scene of the news for 
an on-the-spot report. 

Promotions, stunts and contests: 
WAGC, Chattanooga ran a contest 
tied in with the Chattanooga Conven- 
tion and Visitors Bureau, at the re- 
quest of Mutual's Answer Man, called 
the "Answer Man Contest." Listeners 
sent in ideas on what the citv is most 
proud of WCUE, Akron, is run- 
ning a "Big Man" contest, asking lis- 
teners to guess the total weight of five 
d.j/s. Cash prize in the amount of 




WHO k- 1 



If you want to open more doors and close more sales, 

it's sound practice to "knock" over KFMB in the 

-*. highly reliable company of such welcome 

newsmen as Edward R. Murrow, Eric Sev- 

areid, Lowell Thomas and Walter Cronkite. 

They have access to some 301,000 San Diego 

County homes (plus thousands more in five 

additional Southern California Counties) 

and will help add deep conviction to 

your message. And they're backed up 

i by a whole corps of local reporters who 

p^ get an equally warm reception. With 

W news reaching such new peaks of interest 

mm the San Diego CBS radio station has one 

HP of the strongest selling voices in America. 






^presented by 

Edward Petry & Co., Inc. 

] 1 ' •_. cents a pound. . . . WHK. Cleve- 
land, will award a $25 Bond to the 
biggest bab) born in the county each 
week to promote Manners Big Bo\ 


Anniversaries: WWDC, Washing- 
ton. I). C, observes its 17th year this 
week WWVA, Wheeling's 

Jamboree, a feature of CBS" Saturday 
Wight Country Style, is celebrating its 
25th year of consecutive broadcasting. 

kudos: Todd Storz, president, Storz 
Stations, honored l>\ New Orleans for 
his contribution of a 1450 frequency 
to the city's schools. . . . WCKR, Mi- 
ami, received the Governor's award 
for its participation in the state-wide 
Festival. . . . KYW, Cleveland, won 
the Alfred P. Sloan award for public 
service in highway safety. 

They were elected: The United 
Press Broadcasters of Wisconsin: 
Gene Bernhardt, news director, 
\\ KM P. .Milwaukee, president; Jerry 
Harper, WMTV, Madison, v.p. for 
tv: Chuck Neinas, WBEV, Beaver 
Dam, v.p. for radio; Rav Dohertv, 

Wisconsin U-P manager, secretary. . . 
Charles E. Hamilton, manager. KFI. 
Los Angeles, elected to the board of 
directors, Better Business Bureau, L.A. 
. . . Virginia Lawson Wade, repre- 
senting WKOA, Hopkinsville. Kv.. 
elected Miss Radio and TV Queen at 
Miami Beach Pageant. 

Station Staffers: Len Mirelson, 

named commercial manager, W\JR, 
N. Y. . . . John Williams, news direc- 
tor. KKTV. Omaha. . . . E. James 
McEnaney, sales manager. WHIM. 
Providence. . . . Helen Bensche, co- 
ordinator of women's activities. WTIC. 
Hartford. . . . Steve French, general 
manager. WDXB. Chattanooga. . . . 
Roger S. Davison, sales manager. 
WAIL, Baton Rouge. . . . Robert 
Whitney, program director. KALL. 
Salt Lake City. . . . James Wilson, 
account exec. WCCO. Minn. -St. Paul. 


The official date for Canadian 
Television Week has been set for 
28 September-4 October. 

Slogan adopted for this year, sub- 

Great #»..% 


You've done it again. Ya missed 
\ the biggest single TV buy in the 
West. You passed up the Cascade 
Television package again . . . this 
KIMA-TV with its satellites. Doesn't 

: billion-dollai 

■ half- 


tickle your fancy? Here's 
million people and Cascad 
em— exclusively. Let's not miss it 
again, Smidley, or we'll be miss- 
ing you around here. 
Quite a market . . . 
General merchandise $60,135,000 
Apparel $26,172,000 

mitted by Warren Blahout. promotion 
manager CFI'L-TV. London, reads: 
"Television . . . Your window on 
the world."" 

Canada radio is also fighting the 
recession: CJMS, Montreal, con- 
duced all retail sponsors to attach 
"buy now" messages to their employ- 
ees' checks adding . . . radio adver- 
tising moves goods faster. 

On public service: CBC radio net- 
works, Trans-Canada, Dominion and 
French, awarded the 1957 Alfred P. 
Sloan plaque for public service in the 
highway safety field . . . CFCF, Mon- 
treal, with an eye on the opening of 
the St. Lawrence Seaway in the near 
future, has launched a series of six 
half-hour documentaries on "What 
will the St. Lawrence Seaway mean 
to you?", to be distributed to private 
stations through the Canadian Assn. 
of Radio-Tv Broadcasters, Ottawa. 

Appointments and people: Mary- 
Fran Burke, to the promotion depart- 
ment. CFCF. Montreal . . . Montague 
Isaacs, to head the newly opened 
radio-tv division, Torobin Advertising 
of Montreal . . . W. F. Souch, ap- 
pointed western representative, Cald- 
well \ V Equipment Co., Ltd. 


Stock market quotations: Follow- 
ing stock in air media and related 
fields are listed each issue with quota- 
tions for Tuesday this week and Tues- 
day three weeks ago. Quotations sup- 
plied by Merrill Lynch, Pierce, Fenner 
and Smith. 



with its satellites 
KtPR-TV, Ptsto, Wast,. 
KUW-TV. Uwist 

fyhrtf, Hints take. Wish. 



April 22 

i York Stock 

May 13 Change 





Warner Hros. 

Ulied \ni-i- 
Vssoc. \n. Prod. 

( &< Supei 

Duiuont Labs 

Guild Films 

VI \ 








i Stock Exchange 

17 may 1958 

'Daily Word/ non-Denominational Religious Program 

Now Available to TV Stations Everywhere— 

and on Transcriptions, for Radio! 

L_7end for free audition prints of this five-minute, Monday through 
Friday, inspirational religious program — pre-tested "live" for an entire 
season on KMBC-TV, Kansas City — then released to 25 stations on film, 
beginning last November. 

"Daily Word" is now hailed by television executives and audiences as 
the "find" of the year in religious programming. 

Says one station manager: "It is meticulously produced, simple, straight- 
forward, and in the best of taste." Because of these very qualities, "Daily 
Word" answers television's need for a daily non-denominational religious 
featurette which can be programmed at any time of day or night, and 
attract audience on merit. 


A 48-page, monthly, pocket-size publication 
of Unity School of Christianity, an organ- 
ization teaching the application of Christian 
principles for success in daily living. 
Unity is a school, not a church. Consequent- 
ly, most of those who read Unity publica- 
tions retain their own church affiliations. 
Yet there are thousands of television 
viewers, radio listeners, and readers who 
have no church affiliation whatever — and 
"Daily Word" may be their only contact, as 
such, with religious life and thought. Daily 
Word magazine (by subscription, Si a year) 
with 850,000 circulation, is published in 
seven languages and Braille and goes all 
over the world, where it is read by persons 
of every race and faith, and also by many 
who belong to no specific faith. 
Rosemary Grace includes in each program a 
passage from the Bible applying to that 
day's dated message in Daily Word . . . 
reads the meditation for that day and date 
. . . and closes with an inspirational thought 
for the day. The text is stimulating, thought- 
provoking, and helpful in an intimately 
personal way. Listener comments run like a 
refrain: "It gives me a real lift for the 
day." ... "I need just that kind of 'starter- 
offer' every morning." ... "I feel better, 
work better, and get along better with peo- 
ple because of the message I receive from 
Daily Word.' " 



January-February 1958 

Nielsen Daytime Report 

DAILY WORD .... 8.3 

Look Up and Live 7.1 

Christian Science 5.1 

This Is the Life 5.0 

Lamp Unto My Feet . . . 4.2 
The Christophers 1.5 

For your free audition films or transcriptions of a wee/c's 
typical programs 


KMBC Building, Kansas City 5, Missouri 

Please send me for audition, without charge or obligation, a week's typical 

day-and-date film programs in the "Daily Word" series. I promise to audition 

the film promptly and report back to you 

-Name__ Title 

Station Call Letters^ 
Street and Number_ 

_ Channel No._ 

□ We might be i 
Send audition r 

_ Zone„ 

of this religious featurette. 



Granddaughter of the Founders of Unity, 

Trained in the Pasadena Playhouse and in 
Hollywood radio, Rosemary Grace bungs a 
fresh, sparkling, vivid new personality to 
religious programming — on films made es- 

radio. Each daily program times 

, 30 s 

md the 

, J.ii 

to be scheduled Mondays 
A different program every day, made to play 
day-and-date, with special inspirational mes- 
sages for every holiday, not just the major 
ones . . . for each season of the year, in- 
cluding Lent, vacations, back-to-school time 
. . . and for many birthdays of famous men 
and anniversaries of important world events. 

Produced and Directed By ROD FRIEND 
Filmed By BASORE-LONGMOOR Studios 

Camera by Tony LaTona. Announcer: Henrv 
Effertz of KMBC-TV. This photo shows the 
featurette in production. TV and Radio sta- 
tions are furnished in each shipment a 
month's dated schedule of programs — and 
the shows need not be returned nor bicycled. 
Your films and or transcriptions are for your 

To: WALTER BARBER, 1st Prize Winner 

Compton Advertising 

GERARD Van HORSEN, 2nd Prize Winner 

Ted Bates & Company 

CHARLES LEWIN, 3rd Prize Winner 

Rockmore Company 

and to 258 other 
time -buying tycoons 


for helping me get 
such a nice name- 
and so many sponsors" 

We're glad our PURSE -SUASION 
gal is pleased. At Blair-TV, we're 
mighty pleased too. 

Pleased by the nation-wide response 
to the naming contest, resulting in a 
name that's a natural, Betta Buyer, 

penetrating saturation with daytime spot TV 

With 20 sales messages every week, rotated week after week to reach 
a station's complete daytime audience, PURSE-SUASION com- 
bines the persistence of saturation with the impact of television. At 
remarkably low cost, too. For little more than the average time-and- 
talent cost of a daytime network quarter-hour, you can have a 
20-a-week PURSE-SUASION schedule in all 25 of America's major 
markets represented by Blair-TV. 


TEmplelon 8-5800 

Elgin 6-5770 CHestnut 1-5585 Riverside 1-4228 OUnkirk 1-3811 

since daytime television can help any 
homemaker become a better buyer. 

Pleased even more by advertisers' in- 
creasing use of PURSE-SUASION, 
because they find it the most effective 
way to increase shelf-movement of 
any product for Home or Family. 

PURSE-SUASION is keyed to to- 
day's conditions, when every selling 
dollar needs to work overtime. And if 
you want statistical proof of televi- 
sion's selling power, ask about the 
Test Market Plan made available by 
the stations Blair-TV represents. It 
provides documented research of sales 
effectiveness on your product. Why 
not phone your Blair office now. 

17 may 1958 i 

What's happening in U. S. Government 
that affects sponsors, agencies, stations 


17 MAY 1958 

Cwyrltht IU« 


Rep. Oren Harris and his Legislative Oversight subcommittee returned to the 
spotlight this week with a resumption of the FCC probe and intimations of "reve- 
lations" to come. 

The promise of revelations to come as voiced by Harris: They will deal with improper 
approaches to FCC commissioners in cases of contested tv stations. The expose will 
"open the eyes of people around the country". (Recently Harris suggested to a lawyer group 
that because of this it might be necessary to cancel tv station licenses on a wholesale basis.) 

The highlights of the reopened FCC probe included: 

• FCC chairman John C. Doerfer's explanation of why the FCC majority feels that anti- 
trust considerations are the primary responsibility of the Justice Department. (Doerfer ap- 
peared to answer charges that FCC policy in setting broadcast standards reinforces RCA 
monopoly in the equipment manufacturing field.) 

• Announcement that a Library of Congress report would be presented, analyzing all FCC 
decisions in contested tv cases. This will include a record of how the FCC's criteria has been 
observed and ignored in the decisions. Following that a subcommittee staff member will make 
a report deal with station sales, mergers, payoffs to withdrawing applicants, etc. 

• Disclosure that off-the-record approaches to commissioners in contested tv cases will be 
reached early next week. 

With broadcast pay-tv in a state of suspended animation, the broadcasting in- 
dustry and the film industry turn their attention to the wired variety. 

A confidence which might not be justified with respect to the over-the-air variety was 
building into an attack on community antenna systems well before the news that the Bartles- 
ville experiment may throw in the towel. 

The film industry continues to strike wherever the iron appears to be hot, notably in Los 
Angeles and San Francisco and in keeping letter campaigns aimed at Congressmen. The 
broadcasting industry firmed up its plans at the recent NARTB convention. 

For years, TV stations have silently approved the wider circulation which the community 
antenna systems gave them. The networks didn't mind the extra circulation, either. All this, 
despite the fact that the largest maker of CA equipment was openly plumping for wired pay- 
tv, using his equipment. 

With the threat of aired pay-tv supposedly out of the way, broadcasters gathered as many 
case histories as they could of injury to small TV outlets and prepared to besiege the FCC 
and Congress with pleas for tighter controls. 

Despite a threat by Rep. Oren Harris (D., Ark.) to call his House Commerce 
Committee back to Washington if the FCC does go ahead with the pay-tv trial, the 
FCC seems determined to do just that. 

That is, unless Congress takes more definite action than it has taken thus far. 

The FCC hearings on the Barrow report, issued by its network study staff, 
were postponed until Monday, 19 May. 

The next chapter is the highly controversial subject of spot representation of stations 
by networks. 

SPONSOR • 17 MAY 1 058 

A round-up of trade talks, 
trends and tips for admen 


17 MAY 1958 NBC TV has raised the gross price for the Como show from $1 14,000 to $120,- 

Cwyrliht lea " * 

sponsor publications inc. 000 for the full hour. 

It's telling clients that practically all of the $6,000 difference will go for anticipated 
union increases. 

McCann-Erickson's Terry Clyne has evolved a rough rule-of-thumh for the size 
of the kid audience that a network tv western pulls in. .It works in reverse, thus: 

He estimates that it would be safe to shave off six percentage points from a Nielsen 
rating to determine the actual adult audience. 

It may be too early to tell, but the outlook for seasonal advertisers who buy 
flights in scheduled tv network shows is not promising this summer. 

A number of network regulars look to this type of advertiser to give them several weeks 
of relief annually. 

This may be the beginning of a revolution in tv show business: 
The Kraft Show, starring Milton Berle, will (1) avoid Hollywood stars for the 
sheer value of their names, (2) pass up comedy sketches, and (3) book only guests who 
are outstanding performers in their respective specialties. 

For sponsor identification purposes, nothing apparently can beat the name of the 
product as part of the show's title. 

Club Oasis, according to Trendex, virtually has a 100% identification. 

Eddie Fisher, another Liggett & Myers item, scores 72%. 

In bidding for durable accounts, the lack of branch offices and field men is 
proving an increasing handicap to agencies. 

The obvious moral: In this marketing era the advertiser is interested in a service that 
can help merchandise his advertising at the grass-roots level and provide him with 
objective field intelligence. 

That handsome entertaining a trio of timebuyers did at the NAB convention 

got this reaction from the agency's treasurer when he saw the bills: 

1) The wry comment: "I was always under the impression that the people we gave 
business to did the entertaining; 2) circulation of a memo that he personally see the 
month's expense tabs of everybody in the tv-radio department. 

If and when the last of the agency-produced network tv shows — Hit Parade — folds, it 
will be due largely to the fact that the agency for an alternate account doesn't relish 
dishing out $6,000 from its commission to BBDO for a production fee. 

Hit I'aradc has been canceled as of 1 July, but NBC TV has asked American Tobacco 
to withhold announcing it so that the network might dig up an alternate prospect. 

Providing an alternate sponsor were available, American Tobacco had plans for 
strengthening the show at an increased budget of $43,000 net. 

Sell All of GREATER ATLANTA with the 

Award -Winning News 
Coverage of WAG A Radio 

The broad area coverage of WAGA's strong signal 
matches the broad news coverage of its able staff 
. . . making a selling combination that's tough to 
top! Get the good news on how you can use 
WAGA to sell this 2 billion dollar market— Call 
your Katz man today. 

. mm 

"Fajxious on the local scene" 


National Representative: The Katz Agency 

National Sales Director: M. E. McMurray 

625 Madison Ave., New York 

Chicago: 230 N.Michigan Ave. 



Atlanta Miami Toledo Cleveland Detroit Philadelphia Wheeling 

SPONSOR • 17 MAY 1958 


{Cont'd front page 32) 

formance of the new -how's producer. 

This pla> -it-safe altitude reaches up 
to the multi-million client as well as 
the marginal network advertiser. For 
instance. Lever Bros, bought Groucho 
Mar* instead of gambling on some to- 
tallv new shows that were offered. 
General Foods picked up a new Ann 
Sothern show on the hasis of her pre- 
v IOUS audience pull. 

"There is less inclination to experi- 
ment."' says Esty's Sam Northcross. 
"Our fall renewals to date reflect the 
sure-fire audience-getters clients want: 
Phil Silvers. I've Got a Secret. People 
are Funny and Boh Cummings." 

Hut there's growing concern among 
agency tv executives over this ultra- 
cautiousness. As the tv v. p. of one of 
the top 10 agencies put it: 'There's 
no inclination to kill the business with 
good taste this year. No one wants to 
do the very different program. But 
they fail to realize that net tv is a gam- 
ble at its safest level and betting on 
formula isn't always the answer." 

Nor are the agencies willing to con- 
cede to a formula buy too easily this 
year. There seems to be fairly general 

awareness that the so-called "proved" 
buy can be a threat to viewing interest 
come fall. '"But about the only thing 
we can do is dig around as much as 
possible for hot new properties," says 
one tv v.p. just returned from the 
fourth West Coast scouting tour of the 
season. "In the last analysis, the 
packagers second-guessed our clients' 
general mood and stuck to program 
patterns already established." 

One prediction balancing the cur- 
rent buying trends: Since final buys 
are being delayed by a substantial 
number of advertisers, show excite- 
ment may still be forthcoming via 
some late-summer live entries from the 
networks if film shows don't sell. 

However, the indications are that 
any new live programing will be heavi- 
ly weighted toward quizzes and parlor- 
game shows. Certainly live drama took 
a beating in terms of client interest 
this year. 

• Agency network recommendations 
go to higher-level client executives 
from the start. A network buy has al- 
ways required the approval of top cli- 
ent management, but this year prelim- 
inary plans are frequently submitted 
to top management as well. 

One measure of a TV station 

WNCT has a big one that looks beautiful 
at night with all its blinking red lights. 
Downright picturesque beside the Caro- 
lina Moon. Few folks in Eastern North 
Carolina ever see it, though. Most of 
'em are home watching the programs on 
Channel 9. 

Message: The latest 19-county Tele- 
pulse and ARB point to WNCT as a 
WHALE of a buy. You'll see when you 
try WNCT for your next buy in the 
Eastern N. C. market. Hollingbery has 
avails and free copies of our brochure. 

"Let's put it this way," says the tv 
v.p. of an agency that has already 
made more than three prime time com- 
mitments for fall. "Until this year, I 
had barely met one client's financial 
v.p. But this month, he has actually 
sat in on two agency presentations for 
network tv. This is no isolated case. 
It's not so much that we're dealing on 
a different level, but that the higher 
level gets involved earlier and that 
more client executives study the re- 
search behind the presentation." 

• Agencies present clients with more 
complete plans for the network tv cam- 
paign, including the way the commer- 
cials would be integrated into shows. 
In some cases, this is a reversal from 
patterns established during the past 
two or three years. 

"Clients are sufficiently sophisticated 
about tv today to visualize how com- 
mercials can be fitted into specific 
shows," a JWT tv executive told spon- 
sor. "But they have more confidence 
in their final decision to buy if they 
do it with a complete floor plan, in- 
cluding a presentation on the handling 
of the commercials for the two or three 
final shows recommended." 

This means that agencies have to 
spend more in preparing recommenda- 
tions for network tv buys than they 
did in the past. Not only are their 
research facilities marshalled into the 
act, but speculative commercials and 
collateral material such as promotion 
and merchandising campaigns must 
often be carried to a later stage to per- 
suade a client to invest. 

This pressure for more in-depth rea- 
sons to buy is being passed along to 
the networks. On one forecast, agency 
tv v.p.'s tend to agree: By fall the net- 
works will have to provide far more 
merchandising and audience-promotion 
help than they ever have before. 

In weighing a new network tv buy, 
clients are certainly as concerned as 
ever about the new program's chances 
of success, the cost-efficiency <»f the 
i medium and the initial outlay of money 
I required. However, they also judge 
I network tv more as a part of the whole 
marketing effort, than they have in 
years past, measuring its likely impact 
against some new sets of criteria as 
well. And. while net tv clients have be- 
come more audience-promotion-mindeq 
and intent on merchandising follow- 
throughs of their own. they will also 
expect the networks to contribute a 
maximum effort in these areas. ^ 

17 may 1958 

they check the register every night 

. . . that's why 3 out of 4 local advertisers 
in Philadelphia ^^^^^^^^ 

buy WCAU-TV q^ 

When you're doing business over the counter, tomorrow's 
advertising budget depends on how much business you do today! 
It's significant that . . . with three stations to choose from . . . 
71% of all local advertisers using television in the Philadelphia 
market buy WCAU-TV.* 

More proof that WCAU-TV means business . . . for every 
advertiser in every time slot, every day of the week. 


...the station that means business in Philadelphia 

Represented Nationally by CBS-TV Spot Sales 

•Broadcast Adve 


{Confd from page 3 I I 

come to realize that radio's hot-weather 
audience is big: cost-conscious clients 
also know that weekend radio is gen- 
erall) a good, economical buy. 

One major factor is out-of-home 
listening, particular!) in automobiles. 
In 1957. for example, 87.5' < of all 
model new cars sold had car radios 
because the buyers demanded them. 
This means that last year, at least 
5,162,000 new autos left the dealer 
showrooms radio-equipped. Buyers of 
lower priced and medium priced cars 
demanded radio with their deals almost 
as much as did the purchasers of more 
expensive vehicles. For instance. 1 00' r 
of the Cadillacs sold went out complete 
with radios, but then nearly 94 '/r of 
all Studebakers and 85'; of all Fords 
were similarly equipped. 

I his auto radio data is from RAB 
studies, and here is some further in- 
formation on the same subject from the 
same source: 

Of all the families who own radio- 
equipped cars, more than 75°f listen 
to auto radio weekly — a total of about 
23.5 million families. 

The car radio storj is naturally a 
major part of the summer picture, but 
there are still other factors to be con- 
sidered. Radio goes along with prac- 
tically all people who play out of doors. 
In a summer week. RAB surveyed 
groups of i eonle at parks, beaches and 
picnic grounds of the country's top 
10 markets. 

Of these "roups. 44 2' { had a port- 

able radio with them (45'( on week- 
cm!-. 13.89? on weekdays I. Of all 
these portables. 71.9' i were in use 
i 74.5', weekends, 71 % on weekdays). 
Parks, beaches and picnic areas attract 
a full 10' r of all U.S. families on an 
a\erage summer day. More than 20' r 
of all radios now being sold are port- 

Still another area for out-of-home 
summer listening must be taken into 
consideration — the fast-growing hobby 
of boating. So great is the saturation 
of radio in these craft that many sta- 
tions program especially for their boat- 
ing audiences. For example. WXYZ. 
Detroit, figures the more than 40,000 
boats registered in that area adds about 
30 r to out-of-home listening, pro- 
grams fishing forecasts, weather re- 
ports and — on Sundays — five straight 
hours of music "to navigate by." 

In Baltimore. WFBR programs for 
boating fans, gives out thousands of 
copies of its own Handbook for Boat- 
men, listing recipes for a' oard-ship 
meals, safety rules, regatta dates, and 
its own program schedules of interest 
to seafarers. WPRO. Providence, also 
serves boaters. 

Who are some of the other adver- 
t'sers coming into the medium or step- 
ping up their schedules to catch the 
summer listeners? 

Oldsmobile cars have just bought 
the new CBS Radio Patti Page Show. 
On the same net, GM continues its 
A m to Live" night driving safety 
campaign. Ford and Chevrolet are 
also airing their commercials. 

Texaco (Cunningham X Walsh I will 

lie saturating J\BC Radio before and 
during the 4 July weekend; the same 
companj will be in spot. Sinclair 
I Morey, Humm & Warwick I. a steady 
52-week client in spot, will undoubted- 
ly shift its strategy during this Summer 
to hit harder in the weekends. 

General Motors Acceptance Corp. 
( Campbell-Ew aid I . which has become 
practically synonomous with radio 
traffic bulletins, will be back again this 
summer. For those who don"t own their 
own cars but still like to travel. Grey- 
hound Bus will appeal via spot and 
Hertz Driv-Ur-Self will be on CBS. 

Deodorants are naturally another 
category due for summer radio. One 
of the new clients in this field is Mum 
Mist, a Bristol-Myers product serviced 
by Dcherty, Clifford. Steers & Shen- 
field. It is beginning an 18-week spot 
radio campaign with announcements 
and participations during night and 
day. Arrid and Shulton deodorants 
will be heard from too. 

As for rather special campaigns or 
regional ones — and the summer may 
find quite a few of these by the time it 
officially arrives — here are just a few: 
In the South. GE refrigerators ( Y&R) 
will get a play in spot radio, and the 
same medium in the Midwest will ad- 
vertise Cities Service gasoline I Elling- 
ton & Co.). Then, of course, there is 
Father's Day, and Ronson Shavers 
(Grey Adv.) will be in with a spot 
campaign for that day while Pioneer 
Suspender Co. (Feigenbaum i. W er- 
menl will be using ABC's Breakfast 
Club during May and early June to 
promote their line of gifts. ^ 




40% penetration 

in its 94 Kansas 

county coverage area 

2 to 1 listenership over its near- 
est competitor in 1 1 county 
Topeka trade area 



2 to 1 lead over all out-of-state 

competitors in "station viewed 

most" both day & night 

ARB 1957 




SPONSOR • 17 MAY 1958 


(Cont'd from page 41) 

ingredient from the Brazilian carnuaba 
palm tree, which accounts for the Tre- 
wax name. Most waxes, it seems, con- 
tain fractional amounts of the wax, 
say S c /c to 5 r/ f : Trewax is compound- 
ed with over 50 ( /c carnuaba wax. 

This gives Trewax two things: su- 
perior quality and a premium price. In 
introducing Trewax to new markets, 
no attempt is made to conceal the 
products higher cost, nor the greater 
effort needed for application. Instead 
it's termed "the Cadillac of floor 
waxes," and sold on its superior quali- 
ties — that it provides a better protec- 
tion and that it lasts up to six times 
as long. 

For older markets, where the basic 
product story is already known, new 
radio commercials have been j 
duced. These glamorize the Brazilian 
carnuaba theme by opening with the 
sound of jungle drums and sounds for 
three seconds. These then fade under 
an announcer saying: "Deep in the 
Brazilian jungle, from the carnuaba 
palm tree, comes the world's hardest 
natural wax . . . carnuaba . . . the 
magic ingredient of Trewa". (The j 
sounds stop. ) Trewax gives a harder, 
glossier, longer-lasting finish that re- 
sists wear, is waterproof and easiei 
clean. . . ." 

The tv commercials are likewise dif- 
ferent from the straight product-advan- 
tage sell, for two reasons: first thev 
are always used in conjunction with 
radio which has carried the product 
message; and second, they are devoted 
to only one product in the line — Gold 
Label Self-Polishing Liquid. The tv 
spots are animated, and feature a hu- 
morous approach. 

In both radio and tv spots, whether 
hard sell or humor, Trewax is attempt- 
ing to carve a place for itself in the 
household market with a relatively 
small budget, against giants with for- 
midable markets. If successful, it 
could conceivably force Johnson to 
add spots to its network tv schedule. 
and bring other competitors into air 

Harry Fox sums up his philosophy 
this way: "If your goal is to create 
dealer and distributor enthusiasm in 
local markets, as well as generate sales 
by consumers, use radio. Good radio," 
he continues, "can do your trade pro- 
motion at the same time it makes 


SPONSOR • 17 MAY 1958 


radio homes at the 


cost per home 

of any station in the 

Heart of Florida 

NCS 2 


* X'^L. 62 ° KC JBmV 

^^S*j^3f • 

• V^;^r . 

24-hour service to the Suncoast 

WSUN Radio 

St. Petersburg-Tampa 

R.prescnlcd by VENARO, RINTOUL & 


Southeastern: (AMES S. AYERS 

5000 W 

. \ Best Buu 


ffor cowl* ^ e K iamath 
' nation ° cOJ . era ge — 

f ie/Il lhi> prosperous, uo- f 
lated markel 

Best Buu 



Ask -the Meeker Co. 

II50 KC 

Tv and radio 

John B. Simpson, vice president and di- 
rector of broadcasting for the Chicago of- 
fice of Foote, Cone & Belding since 1953. 
has been appointed vice president and na- 
tional director of broadcasting for all five 
FC&B offices. Simpson joined the agency 
in 1952 as radio /tv supervisor. Prior to 
this, he had been radio tv director for 
Russel M. Seeds Agency: producer-director 
for \BC; production manager of WWL, New Orleans and creative 
broadcasting head of Stone-Stevens-How cott-Halsey Agency. To 
carry on his new responsibilities. Simpson will establish headquar- 
ters in N. Y. Other FC&B developments in the tv-radio department 
this week included the appointment of Roger Pryor, v.p. in charge 
of broadcasting in N. Y.. as broadcasting production chief for all 
FC&B offices, and Homer Heck appointed to Simpson's Chicago post. 


John L. Sinclair has been named Charles- 
ton. \Y. Va. manager of WSAZ-TV. He 
joins the station after 17 years service with 
WCHS. Charleston. Sinclair's interest in 
the field began when, at the University of 
Michigan, he specialized in radio broad- 
casting under Professor Waldo Abbott. In 
1941, he joined WCHS as promotion man- 
ager, then went into the sales end of the 
radio station. His career was interrupted by a four-year tour in the 
Navy, and then resumed in 1945. Sinclair was made sales manager 
m 1949. a position he held until August 1954, when he was ap- 
pointed sales manager of WCHS-TV. In his new position. Sinclair 
will be in charge of WSAZ-TV facilities, operations and sales for the 
entire Charleston region. 

Warren Kratky, vice president of Cardner Advertising Co.. St. 
Louis, has been elected to the agency's board of directors. His elec- 
tion is in conjunction with a recent expansion of the agenc) s bosun 
from seven to nine members. Gardner president Charles E. Claggett 
explains that the expansion was stimulated by two factors: I I Igencj 
accounts and billings hit a 1957 record high of more than $22,000,- 
000: 2 l Increased participation among its 253 employees in owner- 
ship of the agency. Kratky's background: He joined Cardner in 1948 
i'.nd assi.-ted in organizing their marketing department, of which he 
later became director. He is now a vice president and supervisor on 
the Duncan Mines Special Baking Mixes account of The Procter & 
Gamble Co. Also elected to the agency's board is David Ferriss, a 
vice president al Gardner, and account supervisor of the Corporate. 
Inorganic and Organic Divisions of Monsanto Chemical Co. 

17 \m 19SI 

To sell Indiana, 
you need both 
the 2nd and 3rd 
ranking markets. 


delivers both — 
AT A 10% 

sales in Indiana! 

In this rich, diversified interurbia, automotive manu- 
facturing is only one of many reasons for bulging 
purses. Fertile farms and varied business each 
contribute their share. Over 1.6 million population — 
$2.8 billion Effective Buying Income! There are two 
major markets in this live sales sector— South Bend- 
Elkhart and Fort Wayne. You can cover both from 
within, with one combination TV buy, and save 10%! 
Add Indianapolis — get all the best in just two buys! 

call your H™R 

man now! 



Let's Sell! 

\\ hen this recession began to gain momentum, a few self- 
styled authorities were walking around claiming the whole 
tiling was just a state of mind. These same people are still 
walking around, but many of them are now looking for jobs. 

It's apparent to even the most rosy-bespectacled optimist 
that the recession is too real to be a state of mind. But ironi- 
cally, the thing that can do more to lift the economy out of 
the downturn is a state of mind — one that refuses to accept 
what has been accepted in the past. 

Let's take a few examples. For one thing, many radio and 
tv stations are participating eagerly in "You Auto Buy Now" 
campaigns running in hundreds of cities across the U.S. 
They're proving that consumers who were hesitant to invest 
in a new car can be persuaded to buy one now — with the 
right sales approach. 

For another thing, radio and tv stations are also proving 
that if the people have the facts, they will act accordingly. 
In many cities, business is actually better than last year this 
tims: employment is up, disposable income is up, retail sales 
are up. The stations — hundreds of them taking sponsor's 
"'Let's Sell Optimism" lead — are getting the real facts to 
their listeners. 

Then, too, many industries are virtually unaffected by re- 
cession conditions. Most cigarette companies are enjoying a 
record year. Industries like soft drinks and frozen foods are 
doing very well. Even within industries hit worst by the re- 
cession, there are some companies doing well — American 
Motors being a perfect example. 

One radio station manager, talking to his staff recently. 
pointed out the greatest fallacy of all: the theory that the 
public isn't buying anymore. The truth is that the public is 
buying perhaps not the same things they bought last year, 
perhaps not as much as they've bought in recent years. They 
-till spend, but with discretion. 

I rider these circumstances, it would seem that advertising 
bas a clear-cut job: to fulfill its role of giving the public sound 
reasons to buy. This i> clearly not a time for retrenching, for 
wound-licking, for withdrawal. It's a time to sell. 


THIS WE FIGHT FOR: Broadcasters are 
often required to supply repetitive testimony to 
Congressional committees. We're for Richard 
Salant's idea oj a lau requiring committees to 
check previous testimony before new hearings. 


Recession-killer: With "You Auto 
Buy Now" campaigns beamed at the 
public via mass media, other industries 
are trying to get into the act. Sign on 
a Chicago Loop footwear specialty 
A la Webster? Definition of a three- 
station market: radio station, railroad 
station, comfort station. 
Short short: Owners of Chicago's 
London House, admen's hangout for 
long lunches, have opened a Michigan 
Avenue sandwich shop called "Brief 

Stay-at-homes: Hal Gold, public re- 
lations director at MBS, felt concern 
for those who had to stay in New York 
during the NAB Convention on the 
Coast, sent out miniature bottles of 
brandy to the trade accompanied with 
a note that said in part: "We here at 
Mutual Broadcasting System figured 
we could at least bridge the distance — 
in spirits. 

Clean story: Now that sidewalk ash 
trays have been tried out on Madison 
Avenue, New York plans another ex- 
periment: comfort stations for dogs — 
roofed sandboxes ranging up to six by 
12 feet. This could lead to a new ad- 
man's phrase such as, "It seems like a 
great idea but let's let it play in the 
sand for awhile." 

Peek-a-boo: Dick Seiler, talking to 
the Broadcast Advertisers Club of Chi- 
cago, told of a Canadian inventor who 
wants to tie in with ARB's Arbitron. 
Seems he has a device which can be 
attached to Arbitron which, ever) few 
seconds, will snap a photo of the view- 
ers through their own tv screens, en- 
abling the rating people to know when 
viewers leave the set. But will they 
know why? 

Hark, the herald! New York's test 
air raid last week turned up a new type 
of alert. In the sponsor building, as 
sirens began, a maintenance man 
hopped the elevator, stopped at each of 
the 20 floors and blew a bugle. He re- 
peated his trip when the "all clear" 

Color: Last December, Bob Purcell, 
president of KFWB, Los Angeles, used 
as radio promotion, "This is Bob Pur- 
cell with a holiday gift for you — color 
radio." The other day, 74-year-old K, 
W. Kim traveled from downtown L. A. 
by bus to the studio, asked for his 
color radio. Somewhat trapped in the 
misunderstanding, KFWB decided to 
forego explanations, instead presented 
Kim with a table model radio in a 
bright!) colored case. 

For The First Time 
n History 


VM 1 








FIRST PRIZE . . . $250.00 

SECOND PRIZE . . . $150.00 
THIRD PRIZE . . . $100.00 





Everybody sees it first on Channel 8 in San Die! 

A/1 ^ 


It's no secret that KFMB-TV news programs reach more people 
than any other local television program of any kind. 

This Day 1958, Monday, is the second highest rated program 
in the San Diego market. * 41.7 — outrated only by Gunsmoke's 

Three of the five This Day 1958 programs (Monday through 
Friday, 7:30-8:00 P.M.) were in the top ten programs in the San 
Diego market! San Diego knows it is first and best when it is on 
Channel 8 news programs. 




M ilOR£d l joy 

N B C ™ 274 



24 MAY 1958 
20< a copy • $3 a year 


roof Again 

rj's what the March, 1958 ARB Metropolitan Report for Richmond shows: 

u Sign-on to sign-off — 

day thru Saturday — 

HEX-TV has more Vi-»hr. 

IRSTS than any other 

•imond area TV station* 

KJ 7 P.M. to sign-off— 
Sunday thru Saturday — 
in 46.7% of all Vi-hours. 
Station B— 27.3%. Station C— 26%. 

*When at least ti 

n the air. Excludes children's hours of 5 to 7 P.M. Monday through Friday. 



Irvin G. Abeloff, Vice-Prei 


Many of the currently 
"hot" markets are in 
the farm areas, where 
income is rising. While 
there is no spot buying 
rush, action should 
start in the near future 

Page 31 

Dave Susskind: 
tv critic who 
won't keep quiet 

Page 33 

How tv film 
producers rate 
with ad agencies 

Page 36 

What d.j/s think 
about your radio 
ad campaign 

Page 38 

Select Station Representatives in New York Philadelphia. Baltimore Washington. Simmons Associates in Chicago and Boston; 
* Brown Co. in Dallas Houston Denver. Atlanta. Miami. New Orleans. McGavren-Qumn in Seattle. San Francisco, Los Angeles 


is prime strip sirloin taken from pure- 
bred American Hereford. Kansas City 
exports tons of it every day. 


And a whopping big stake it is in the steak capi- 
tal. Survey after survey, KCMO-TV has more 
quarter-hour firsts (according to ARB and Niel- 
sen) than any other station. 

And KCMO-TV reaches its dominant-size audi- 
ence in the million-population Kansas City mar- 

ket by broadcasting at maximum power from the 
world's tallest self-supported tower. Your mes- 
sage is delivered with full electronic impact. 

Stake your claim here. Do it with Mid-America's 
No. 1 station in size of audience, picture clarity 
and sales success. 





OMAHA WOW WOW-TV John Blair & Co.— Blair-TV 

TULSA KRMG John Blair & Co. 

Kansas City, Missouri 

Joe Hartenbower, General Mgr. 
Sid Tremble, Commercial Mgr. 

Represented nationally by Katz agency; 

Meredith Statio 

Sve*<t Way tyou JLoo6 /it *)t- 



A The Station Most People Watch Most! 
A The Station Most People, by Far 

Depend on for Accurate News! 
A The Station With Far and Away the 

Most BELIEVABLE Personalities! 

This Centra/ Surveys study reveals 
many interesting facts that show 
without question KRNT-TV is the 
one to use to get the kind of results 
an advertiser must get these days. 

KATZ has the NEW — the 
TRUE — facts on television 
viewing in Des Moines. 
Ask them for your copy. 

Central Surveys has been engaged in 
nation-wide market research and public 
opinion surveys for over 20 years. 
Among the more than 200 clients are 
many PUBLIC UTILITY companies. List 
shown on request. 

^ Over S0°/o /_ 
<y Named KRNT-TV 
Z—r Personalities 

\t to the otherC 

24 MAY 1958 

l ol. 12, Vo. -'/ 

^ 3P0N30R 


Bernard Piatt 
General Manager 

Arch L. Madsen 

Managing Editor 

Alvin W. Outcalt 


Where are today's hot spot markets? 

31 Main of them are in the farm areas, which are currently enjoying rising 
prices. The,- no rush to buy, hut look for action before year is out 

Senior Editors 

Alfred J. Jaffe 

Evelyn Konrad 

W. F. Miksch 

Associate Editor 

Russ Carpenter 

Midwest Editor (Chicago) 

The man who won't keep quiet 

33 David Susskind of Talent Associates has many unkind things to say 
about television. No one can say he doesn't practice what he preaches 

Admen: how you can use international tv 

34 iast «eek. for the first time, international admen stressed growing im- 
portance of l\ for overseas advertising. Here are convention highlight- 
Rate your I.Q. on advertisers 

35 Third of sponsor's reader quizzes. This week test your know-how on the 
men behind the products. Check your answers against those on page 39 

How ad agencies rate tv commercial film producers 

36 Mi exclusive sponsor survey reveals how film producers rate with the 
top agencies and what agencies ((insider important in evaluating them 

Radio advertising as the d.j.'s see it 

38 Because his own security depends on the success of your campaign, the 
d.j.'s interest is deep: An opinion poll on copy and merchandising 

U.S. Steel adds net news for canned soft drinks 

40 Beginning next month, U.S. Steel Corp. is adding CBS TV Morning News 
time to its schedule to stimulate the sales of canned soft drinks 

How Welch's tomato juice 'double sells' on tv 

41 This well known grape juice producer finds television is best way to get 
face-to-face selling results for its tomato juice in today's competition 

Western Editor (Los Angeles) 

Pete Rankin 
Film Editor 
Beth Drexler Brod 
Assistant Editors 
Jack Lindrup 
Gloria Florowiti 
Contributing Editor 
Joe Csida 
Art Editor 
Irving Kramer 
Production Editor 
Florence B. Hamsher 

James H. Fuller 

Advertising Promotion Manage 

Jane Pinkerton 

VP-Western Manager 

Edwin D. Cooper 

Southern Manager 

Herb Martin 

Eastern Manager 

James H. Shoemaker 

Production Manager 

Jane E. Perry 

Sandra Lee Oncay, Asst. 

Administrative Staff 

Radio set sales dip, but circulation is up 

43 Sale and production of radio sets for March is 554,000 under 
year, hut l!\l! figures -how set circulation is up 4.5 million over 

Circulation Departmen 

Seymour Weber 
E.nily Cutillo 

sponsor asks: How adult can tv get about sex? 

48 Here are three admen's replies to sponsor's question of the week. Their 
reaction: \- adult as il wishes. Viewers object to had taste, not sex 

Readers' Service 

Nancy Smith 


20 Vgencj \d Libs 

53 Film-Scope 

26 L9tfa and Madison 

57 News X Id.a Wrap-Up 

6 Newsmakei oi the Week 

54 Marketing Week 
56 Picture Wrap-1 p 
72 Sponsor Hears 

9 Sponsor-Scope 

80 Sponsor Speaks 

SO Spot Buys 

SO Ten Second Spots 

16 Timebuyers at Work 

78 Tv and Radio Newsmaker 

71 Washington Week 


combined with TV. Executive, Editorial, Circu- 
lation and Advertisine Offices: 40 E. 49th St. 

(49th & I 

612 C 


II 8-2772. Chicago Office: 
ive. Phone: Superior 7-9863. 
House, Birmingham. 
Angeles Office: 6087 
Hollywood 4-8089. 

Phone: FAirfax 2-4625. 
Sunset Boulevard. Ph 

Printing Office: 3110 Elm Ave.,' Baltimore 1 
Md. Subscriptions: U.S. $3 a year. Canada and 
foreign $4. Single copies 20c. Printed in U.S.A. 
Address all correspondence to 40 E. 49th St., 
N. Y. 17, N. Y. MUrray Hill 8-2772. Published 
weekly by SPONSOR Publications Inc. Entered 

i51958 spo 

S f. Lei IIS 

higher than th< 
boring TV s 
satisfactory si{ 
this Big Area 

Ask your P.G.' 

you NCS Cover i e Report. 

;r is 220 feet 
/er of neigh- 
n. assuring 
317,902 TV 

1 to show 


Covers the Quint-Cities 
Plus 39 Surrounding Iowa 
and Illinois Counties. 
Population— 1,583,800* 
Families — 489,700* 
Effective Buying Income — 

* Source: Sales Management 
"Survey of Buying Power," 


On-the-Air since October, 1949 

. . . First in the Quint-Cities 

and First in Iowa . . . Serving the 

largest market between Chicago 

and Omaha . . . between Minneapolis 

and St. Louis. 

WOC-TV - Davenport, Iowa is part of Central Broadcasting Company which also owns and 
operates WHO-TV and WHO- Radio-Des Moines 

The Quint-Cities Station 
— Davenport and Betten- 
dorf in Iowa: Rock Is- 
land, Moline and East 
Moline in Illinois. 


Col. B. J. Palmer, 

Ernest C. Sanders, 

Res. Mgr. 
Mark Wodlinger, 

Res. Sales Manager 

K ■■■,..■ f^-BS* 



It always does. U. S. Steel's decisions have long been 
watched as an index of future business activity. 

Its early decision to renew its distinguished dramatic 
series on the CBS Television Network* and to increase 
its investment in television with a program in the daytime* 3 
— indicates its confidence in the nation's economy. 

It also suggests its confidence in network television. 

No mere patron of the arts, Steel knows what to expect 

from network television— and gets it. 

It knows that television's audience is constantly growing. 
It knows that the audience to its own dramatic program 
(an audience which averages more than 20,000,000 for each 
broadcast) grows increasingly responsive. 

It knows that three out of every four adults in the nation 
have seen the program and that those who watch it have 
an even higher opinion of Steel's products and policies 
than those who don't. 

It knows that to open up new markets, expand old ones 
and maintain a favorable image in the public mind, 
there is no more powerful medium at its command than 
network television. 

Like Steel, other major television advertisers who mean 
business have announced their renewals for the coming 
season: Allstate Insurance, American Tobacco, Campbell 
Soup, Kimberly-Clark, Socony-Mobil, and Westinghouse. 

And like Steel they employ the medium that provides the 
largest nationwide audiences in all advertising. 


*The United States Steel 
Hour, the award-winning 
series of live dramatic 
programs produced by 
the Theatre Guild. 

: * Beginning on June 4, the 
Wednesday reports of 
the CBS Morning News 
with Richard C. Hottelet. 



reaching 5,500,000 people . . . 









►10,000 WATTS 


of the week 

Eenie, meenie, miney, mo — Compton, Grey, BBDO? Last 
iveek the game fiiutlly ended. Dancer-Fitzgerald-Sample got 
the $6 million tap from GM's Frigidaire. Now that the 
suspense is over, the questions begin. Why? Why did this 
durable goods account choose an agency whose chief claim 
to fame is moving impulse items such as soaps aiul drugs? 

The newsmaker: Dr. Lyndon 0. Brown, veteran market 
researcher and vice president of Dancer-Fitzgerald-Sample Agency in 
New York, may well be the key to Frigidaire's selection. When this 
appliance manufacturer withdrew from Kudner near the end of 
March, it was part of a mass exodus of GM products from that 
agency. But the problems inherent in Frigidaire's sales operation for 
some time has little or nothing, many admen feel, to do with agencies. 

The fact is that the white goods durable has become a problem 
product in the last few years. 
White goods durables — refrigera- 
tors and kitchen ranges — got their 
big play in the appliance-hungry 
years following World War II. 
Worn out units from the early '30's 
were replaced; each new home that 
went up called for new kitchen 
equipment. 1948 saw 4.7 million 
units sold. 

A decade later, sales have 
dropped off to 3.5 million. The 
white goods durables have proved 
too durable. So well have refrig- 
erators been built that they have a life expectancy of a quarter cen- 
tury. And unlike auto builders, refrigerator manufacturers haven't 
been able to establish in the public psychology a theory of obso- 
lescence. The styling can be enhanced by a new ice-cube tray or 
lazy-Susan shelf, but somehow it doesn't stimulate mass sales like 
adding fins to a car. Perhaps strong research is the answer. 

Some admen in the know believe this is why Willet F. Switzer, 
merchandising manager for Frigidaire who was out scouting for a 
new agency, finally settled on DFS. There is nothing in its shop at 
present comparable with refrigerators. But DFS has done well with 
some of the colossi in quick-turnover items — Sterling Drug, P&G, 
General Mills. Research has played a big part in the success of such 
accounts — and research is synonymous with Dr. Brown. 

Tall, balding, scholarly, Dr. Brown is the prototype of the 
academician who brooks no nonsense. Author of Marketing and 
Distribution Research (a standard work on this field for more than 
20 years), a former professor of marketing and advertising at Detroit 
University and Northwestern, president of Knox College, partner in 
Stewart, Brown (now Stewart. Dougall) research consultants, Dr. 
Brown plus the DFS emphasis on air media (close to $50 million last 
year) may well be the perfect battery for the Frigidaire team. ^ 

Dr. Lyndon 0. Bro 

From the Award-Winning MGM Library of Shorts... 

3 great new 
program series 

for local TV stations! 

52 hilarious subjects never before shown on television. A 
perennially popular series that has enjoyed fabulous success 
everywhere and has a pre-sold viewer audience. Now start 
programming newer subjects than have ever been shown 
before — and watch the moppets skyrocket your ratings! 

MGM-TV offers unlimited runs on these 
versatile films. Run singly as quarter-hour 
shows, or combined into half-hours ... a 
natural any hour of the day . . . morning, 
noon or night. 


48 exciting crime stories with a point-of-view that makes 
them ever-timely. Dramatized in a documentary staccato 
style that provides perfect entertainment for prime evening 
hours. Starring such famous MGM names as Laraine Day, 
Robert Taylor, J. Carroll Naish, Van Johnson and others! 

MGM-TV suggests that since each film runs 
only 21 minutes, they can be programmed 
as a 25-minute series, offering stations an 
extra profit-making 5-minute segment in 
which to slot news or weather reports. Ideal 
for spotting just before joining or leaving 
the network. 

69 breath-taking adventures in science, history, medicine or 
geography . . . scripted and narrated with the dramatic flair 
that made John Nesbitt famous. Designed for a family 
audience. Packed with prestige for bank, utility or insurance 


MGM-TV considers these 10-minute films 
just right for the advertiser with a longer- 
to-tell message in a quarter-hour segment. 
Or follow these audience-winners with a 
2-minute sponsored weather bulletin for 
extra profit pick-up. 




A Service of 
Loew's Incorporated 

Richard A. Harper, General Sales Mgr. 1540 Broadway, New York 36, N. Y. • JUdson 2-2000 

your advertising 

dollar produces 
more sales 


And there's a reason. This pioneer 
station is foremost in the three standard 
metropolitan markets in its coverage area: 
Lancaster, Harrisburg, York, as well as 
in numerous other cities — Gettysburg, 
Hanover, Lebanon, Chambersburg, 
Carlisle, Lewistown, etc. In short, you 
find that WGAL-TV's multi-city cover- 
age costs you less than buying single-city 
coverage. Put your advertising dollar to 
work producing more— on WGAL-TV 



NBC and CBS 

STEINMAN STATION ■ Clair McCollough, Pres. 


i MEEKER Company, Inc. 

- York • Chicago • Los Angeles 

Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 


24 MAY 1958 

C«*yrl|ht IBM 

A profound change is taking place in the advertising agency vis-a-vis the air 
media. Painted in its broadcast strokes, the emerging picture is this: 

As a creator of programs, the agency is through — completely. So the emphasis is be- 
ing shifted to the building of better commercials, an area heretofore often cultivated 
only with the left hand. 

Here's how observers sum up the situation: 

• Agencies virtually have become a negative force in the production of tv program- 

• In the field of network relations they now can serve only in administrative or ad- 
visory capacity. 

• Research has pretty well determined the vagaries and compartments of the tv audiences. 

• The one field left open to the agency for broad and incisive exploration is the creation 
of more effective commercials — particularly in these sales-minded times. 

This is what might well happen in concrete terms: 

1) The centralizing of all commercial creation, production, research, and extra- 
curricular experimentation under a single head. 

2) The commercial high chief will be given senior v.p. status — certainly a rung or 
two above the head of the tv-radio department. 

3) Top-notch commercial people will be rewarded with the kind of salaries to which 
top copymen have been accustomed. 

Major spot tv placements this week included Bayer Aspirin (DFS), Carter's Whirl- 
On (DSF), and Warner Hudnut's Fizzies (Lennen & Newell). The Fizzies orders will be 
for 13 weeks. 

Schenley's Dubonnet (BBDO) was the big one of the week in spot radio — 30-40 an- 
nouncements a week in top major markets in traffic time. 

For a measure of what tv means for the soap giants, note this: both P&G and 
Lever Bros, will spend over 80% of their next fiscal year's ad budget in tv. 

Both will have more nighttime networks than ever, and their stakes in daytime tv 
will be record dimensions. 

Where spot will benefit: Each company will be unveiling a number of new prod- 
ucts — Lever with at least seven. 

Several of the reps in Chicago did something this week about coordinating 
their efforts at selling the values and advantages of spot as a medium. 

It's the first project of its kind outside the precincts of a trade organization, and it will 
enlist stations to: 

1) Make the placements of programs as attractive as possible to advertisers. 

2) If feasible, offer "program contributions," or special discounts, to market-by- 
market advertisers who bring in their own programs. 

The committee consists of Harry Smart and Art Stringer, Blair-TV; Bill Condon, 
the Katz Agency; Art Curtis, Peters-Griffin-Woodward; and Ed Podolinsky, Weed & Co. 

Like many a co-operative idea, this one was triggered by a particular circumstance. 
While pitching for next season's Kellogg tv budget against ABC TV, it occurred to 
the quintet that it could be made the springboard for a permanent enterprise. 

sponsor • 24 may 1958 

SPONSOR-SCOPE continued. 

P&G has taken the leadership in still another product category: Comet is No. 
1 in the cleanser held, edging the long- reigning Ajax (Colgate) . 

Another interesting facet about Comet: The agency business considers its demonstra- 
tion commercial one of the slickest in tv to date. 

Before Comet's advent, Ajax held 54% of its market. P&G also heads in dry detergents: 
1) Tide, and 2) Cheer. 

Here's bright news for radio and tv stations in farm areas : You're in for spe- 
cial attention from appliances and automotive*. 

These manufacturers are shifting the work-off of inventories from metropolitan to 
farm and cattle markets because of their more favorable economic situation (see story, 
page 31). 

The geographic dimensions of their sales effort run down through the Mississippi Val- 
ley, across the South, and through the Southwest. 

The big selling breaks continue to swing from one producer to another. 

Last season MCA's Revue Productions was riding high on the tv networks. At the 
moment the company with the high pile of chips in front of it for the 1958-59 season is 
Screen Gems. 

Sales include the Goodyear-Alcoa anthology, Naked City, the Donna Reed Show, the 
Ed Wynn Show, the Man from Tallahassee, an animation deal with Kellogg, and a renewal of 
Rin Tin Tin. 

NBC Radio is introducing a new twist to its programing for national holidays 
when such events fall on a weekday. 

As quickly as practical, the Monitor format will be substituted for the regular weekday 
schedule. The format's billing: Monitor-Holiday. 

CBS Radio also is taking a fling at exploiting the opportunity for special busi- 
ness during national holidays. 

How this market can produce added sales for advertisers is described in a promotional 
booklet just put out by CBS. It's entitled Happy Holiday. 

Bulova's complete withdrawal from spot tv, as of 15 June, may be only in the 
nature of a holiday. 

McCann-Erickson, agency for this oldest and most consistent user of spot, offers these 
two thoughts: 

1) For reps to pass along to tv stations: The account found it imperative to pull in 
its horns because it had gone overboard in its investment on the Frank Sinatra Show 
— an investment that didn't turn out too happily. 

2) To SPONSOR-SCOPE: The account is taking a hiatus from tv in order to make 
a complete reappraisal of all media. 

Bulova — which came into radio in '29 and into tv in '47 — was credited by TvB as spend- 
ing $4 million gross in spot last year. 

According to NBC Corporate Planning's count for the week ending 4 May, NBC 
Radio's margin of commercial time was about eight hours over CBS Radio. 


NBC 36 hrs. 23 min. 38.3% 

CBS 28 hrs. 13 min. 29.7% 

ABC 14 hrs. 7 min. 14.9% 

MBS 16 hrs. 10 min. 17.1% 

TOTAL 94 hrs. 53 min. 100.0% 

sponsor • 24 may 1958 


SPONSOR-SCOPE continued. 

Here are some rules-of-thumb the trade has developed to measure the values 
of daytime vs. nighttime network tv. 

RULE I: In the daytime you get 30% as much audience as you get at night but 
you pay only 20-25% as much in dollars. 

RULE II: The cost per commercial minute comes out to $6,000 for daytime and 
$33,000 at night (this, of course, in terms of talent plus time). 

RULE III: The cost for a quarter-hour of daytime — 100 stations and talent — is $21,- 
000. (With four quarter hours a week, an advertiser can accumulate enough discounts to re- 
duce this to $14415,000.) 

H. J. Heinz is making its bow into daytime network tv with four quarter-hours a 
week on NBC TV. 

Other daytime network tv developments include swaps between NBC and CBS. Pillsbury, 
a Garry Moore tenant, shifted its three quarter-hours over to NBC, while Sterling and Miles 
Laboratories teamed up with CBS. 

The first hassle of the new buying season broke this week when Schick beat 
out Whitehall for the alternate sponsorship which opened up on the Phil Silvers Show. 

CBS TV pointed out that it had a confirmation from Schick before the Whitehall 
order came through, but Whitehall nurtured this impression: The network had learned that 
R. J. Reynolds, the remaining sponsor, deemed Schick a more compatible co-tenant. 

The rule restricting eligibility for the contiguous night-time rate to sponsors 
with back-to-back programs apparently has been modified by CBS TV and NBC TV. 

Exceptions have been made for next season to General Foods at CBS and to Lig- 
gett & Myers at NBC. Each has two shows on Thursday night separated by an interven- 
ing half hour. 

The networks' explanations to agencies: The intervening periods were needed to ac- 
commodate obligations or orders from standing clients. 

Judging from sales to date, the percentage of live shows vs. film will take another 
sharp dive on the networks this fall. 

The count in prime time for the three networks comes to 20 hours live programing and 
34 hours of film — a ratio of 35% to 65%. 

At the peak of the 1957-58 season the proportions were 45% live and 55% film. 

What cushioned live shows during the past season was the vogue of now-vanish- 
ing singing shows. 

NBC TV's general pitch for business this season includes this provocative thesis : The 
advertiser doesn't know the dominant size of the families he's getting when he buys 
into chainbreaks as against network. 

The points the presentation makes are that: 

1) Within the span of a program, people dial in and out — meaning that although 
the rating is fairly constant, the total number of viewers is affected by size of family. 

2) In a full-length program, this accumulation of viewers sometimes is a distinct — 
and measurable — plus. 

As a case in point the presentation cites these two CBS Monday shows which are back 
to back (7:30-8:30): 


(1.2) (3-4) (5 and Over) 

14.9 21.0 25.9 

24.1 20.3 19.3 

Source: January-February 1958 Nielsen. 





Robin Hood 


Burns & Allen 


SPONSOR • 24 MAY 1958 


SPONSOR-SCOPE continued 

CBS Radio is widening its discount horizon to encourage advertisers to mix 
participation in daytime, nighttime, and weekend schedules. 

It's the first time that the network has offered a wrap-around discount for five-min- 
ute units, iy± minute units, and five-minute segments. 

NBC Radio has had this type of discount flexibility in effect for some time. 

A Rochester, N. Y., radio station — WBBF — has devised what it hopes is a solution 
to the local vs. national rate question. 

The station this week put itself on a single rate policy. 

WBBF's management says it acted from this premise: Since there always are a num- 
ber of advertisers who claim they are borderline cases, why not resolve all doubts by the 
simple expedient of one rate. 

.It's beginning to look quite doubtful whether Chrysler will be back this fall 
with an institutional, or all-models, network tv series. 

CBS TV and NBC TV appear to have reconciled themselves to bringing the Chrysler cor- 
porate image back into network via the high voltage route — specials. 

Meantime Chrysler is under the gun to dispose of its inventory of 850,000 cars, and 
there's an expectation that no small part of the company's 1959 money will be used this year 
for the task. A goodly chunk of it will likely go into spot. 

RAB's Kevin Sweeney this week flung another one of his dramatic challenges at 
the type of advertisers who are traditionally lukewarm to radio. 

The particular target this time: department stores. 

Speaking at the sales promotion division of the National Retail Merchants Association, 
Sweeney offered to invest $64,000 in radio time over a 52-week period, if a store doing 
$30 million a year were willing to commit itself for $32,000. 

In return the RAB would expect to: (1) pick the stations, (2) write the copy, (3) par- 
ticipate in picking the items, and (4) have access to the results of all the store's advertising 
and rights to publish for one year. 

NBC TV estimates that its one-time rate for maximum lineups in prime time will 
look thus as of 1 October: 


CBS TV $76,200 (196 stations) $127,000 (195 stations) 

NBC TV 73,920 (193 stations) 123,000 (193 stations) 

Note: The estimates are based on an increase of 2% ( 1 /2% per month) over the May- 
rates for the two networks. (In terms of average lineups, the costs come out roughly to 
$65,000 for a half hour and $105-110,000 for an hour.) 

Tv network sales for the fall didn't pick up much momentum this week. 

Each of the networks, however, had a number of prospects that couldn't be accom- 
modated until the schedules are shifted to get a better fit. 

Thus — according to trade reports — NBC TV's Bob Kintner has a batch of orders 
pending final decisions on how to move the pieces on the board. 

Among the week's confirmations: P&G into Restless Gun, alternate weeks; Liggett & 
Myers into Brains or Brawn and Steve Canyon, NBC TV Thursday, each alternate weeks: 
Johnson & Johnson and American Chicle, Cheyenne, alternate week half-hour. 

For other news coverage In this Issue, sec; Newsmaker of the Week, page 6; 
Spot Buys, page 50; News and Idea Wrap-Up, page 57; Washington Week, page 71; SPONSOR 
Hears, page 72: Tv and Radio Newsmakers, page 78, and Film-Scope, page 53. 

sponsor • 24 may 1958 

fits Dove's marketing plan... 

•••as perfectly as 

ly as tits a 

fits a woman's hand 

It's no secret that Dove's very extensive advertising has one simple objective. 
That objective is: to move the most Dove per dollar from stores to homes. 
Toward that end, PURSE-SUASION gives Dove's advertising dollars un- 
usual selling power. Dove likes the sight plus sound plus motion of Television. 
Dove also likes daytime frequency, with a great many convincing sales 
messages every week . . . and Dove likes PURSE-SUASION rates . . . and 

That's why PURSE-SUASION has become part of Dove's schedule in so 
many major markets. 

Put PURSE-SUASION'S selling power at work for you. 

Blair-TV represents these major-market s 

\C\ Vf/ Phone Blair-TV now for the complete, exciting t 


WABC-TV- New York 


WBKB- Chicago 

WPRO-TV- Providence 

KTTV- Los Angeles 


WFIL-TV- Philadelphia 

KGW-TV- Portland 

WXYZ-TV- Detroit 



Television's First Exclusive 
National Representative 

WHDH-TV- Boston 
KGO-TV- San Francisco 
WIIC- Pittsburgh 

WMCT -Memphis 




KTVI- St. Louis 

KFRE-TV- Fresno 

TEmplfton 8-5800 Superior 7-2300 

K E nmor e 6- 1 472 WOodward 1 -6030 

Elgin 6-5770 

WEWS — Cleveland 
WJZ-TV- Baltimore 




KFJZ-TV-Dallas-Ft. Worth 


(Heitnut 1-5486 Riverside 1-4228 

DUnkirk 1-3811 YUkon 2-7068 

MAin 3-6270 

WNHC-TV-Hartford-New He 


SPONSOR • 24 MAY 1958 



When Explorer I soared into orbit, the story was first 
Hashed to a waiting world by NBC News. Such speed, 
responsibility and drama are characteristic. This year, 
they have helped NBC News win more awards than any 
other news service in the broadcasting industry. 
The Sylvania "Best Network News Award" was given 
to the NBC News department "because it has taken a 
big step in 1957 in doing more things and greater things 
with news than it has ever done before." 

The Saturday Review award for Distinguished Achieve- 

ment in the Public Interest went to NBC News for B * 
ing "independence of editorial opinion . . . symptoi 
of the general emergence of NBC as the leader in 
and television news coverage." 

The Overseas Press Club honored Chet Huntle: 
"Best Radio or Television Interpretation of Fo 
Affairs," and cited Welles Hangen, NBC Cairo 
"Best Radio or Television Reporting from Abroac 

Du Pont honored commentator Clifton Utley, of 
News in Chicago, "for his authoritative, intell 

■onsible and literate reporting and analysis" and 
( use "he epitomizes the best in American news." 
'iljit of the fifteen National Press Photographers An- 
il. Awards went to NBC News cameramen. Maurice 
B, with his film of a tornado in Dallas, won a Head- 
| s Award for the best coverage of a news event. 
NBC News series with Chet Huntley and David 
kley was voted the best news program on the air 
ie annual Look-Listen Opinion Poll conducted by 

the American Council for Better Broadcasts. "Outlook" 
was honored by the National Conference of Christians 
and Jews and by the National Association for Better 
Radio and Television. 

More and more, America is turning on its broadcast dials 
for the sight and sound of history as it happens. NBC 
News provides that history with a force, clarity and con- 
viction that have made it, this year, the most honored 
news-gathering organization in broadcast journalism. 


With the Catalina Station 
You Can Take It With You! 

KBIG. always a GOOD 
radio buy in Southern Cali- 
fornia, becomes a MUST ^~^J t 
buy for advertisers who 
want to kcq> their sales message 
before their prospec ts! 

tion Station for millions of southlanders 
and an additional million out-of-state 
tourists, because it's the sta- 
'i^Y - ' - tion you can lake with 

7 t^L. 1 " y° u ■ ■ ■ from L - A - to Ve s as - 

jb»P Laguna to Arrowhead, 

Ensenada to Santa Barbara. 

Mail tabulation of current contest 
entries confirms the surveys: KBIG has 
listeners in 234 communities of all eight 
Southern California counties, plus the 
huge tourist bonus. 

KBIG provides a daily 
musical location, weaving „ 
the magic of romantic z^f^r. 
Catalina into every pro- 
gram . . . conjuring up visions of honey- 
moon and holiday on the isle which 
symbolizes attainable escapism to 
Southern Californians. 

KBIG SUPPLEMENTS its great musical 
programs with award-winning news- 
casts and hot-weather specials which 
are hot summer buys! 


A KBIG summer feature may be 
tailor-made for you. Ask your station 
or Weed contact for details. 


The Calalina Station 
10,000 Watts 

740 -iST 

Nat. Rep. WEED and Company 

at work 

Shirley Crowder, Stromberger, LaVene, McKenzie, Los Angeles, 
media buyer for So. Calif. G. E. Distributors and Plymouth Dealers 
Association, urges timebuyers to enlist stations to provide more 
information on audience composition. "Knowing audience com- 
ponents," she feels, "would help buyers persuade account groups and 
clients to accept buys made on 
other than a strictly mathematical 
basis." Shirley sees the current de- 
pendence on ratings as stemming 
from this lack of audience infor- 
mation, which, she notes, most 
magazines supply. Believing that 
compatability between product and 
station identity is extremelv im- 
portant, she feels stations should 
"provide audience data such as 
mean age group, predominant 
sex, location, income and general 
characteristics derived from mail responses or special surveys 
With this information, it can be proved that a station considered too 
expensive can deliver a selective audience of potential customers. 
I ntil this is done, we will find ourselves in the position of having 
to defend every creative buy not completely supported by ratings." 

Jack Walsh, chief timebuyer at D. P. Brother & Co., Detroit, for 
Oldsmobile and A. C. Spark Plug Divisions of General Motors, 
views with concern the National Association of Broadcasters' plan 
to limit its future annual conventions to top station personnel alone. 
"Past conventions," Jack says, "have been valuable to buyers as 
central meeting places where first- 
hand contacts can be made with 
station personnel and valuable 
market and broadcast data can be 
obtained." He feels the NAB 
would do better to concentrate on 
a more practical geographical sep- 
aration of exhibits — limiting film 
sales to one floor, technical to sev- 
eral floors, networks to another, 
and reps to a series of floors. Also 
an attempt might be made to seek 
a "closed site" where the custodi- 
an throng might be reduced to only those who are registered, Jack 
thinks. "The proposed small closed meeting of top station executives 
for the purpose of discussing and settling big industry problems 
could be expedited by holding morning, afternoon and evening meet- 
ings for one or two days prior to or just after the convention." 

sponsor • 24 m\i L95fl 

When people 

who have measured 

radio returns in the New York 


area talk shop . . . 

all you hear is 



, UyeHe* 8tati0n in town ' 60,000 watts 


America's newest media concept . . . 


; consists of three great television programs, reaching 
firee different audiences, at three different times . . . 
roviding the nation's advertisers and their agencies 
|ith five virtues not obtainable with just one program. 

tetaining IDENTIFICATION for the sponsor, 


I I EN ETR ATI ON... with wider FLEXIBILITY... 
hi this at much LOWER COST... in prime 
Mne, late time, and day-time. 

I an era when every dollar must stretch as far as pos- 

sole for maximum impact, multi-vision enables 

svertisers and their agencies to spread their sales 

inssages over a maximum number of unduplicated 

television homes at a lower expenditure than ever be- 
fore. The practical response to today's needs of spon- 
sors . . . beset by split audiences, split sponsorship and 
murderously high costs. . . it's an integrated solution to 
these formerly insoluble problems. 

If you're a television sponsor who finds the wired TV 
networks becoming increasingly unsuited to your 
needs, look into this new frontier in network television 
open to you now in the multi-visual approach of the 
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Visible conclusion: today, display some multi-vision 
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J«. 38. NTA Film Network. I 



Another great Inland Market — Imperial 

Valley— Nation's 7th Farm County best 

covered by 

KXO— 57.2% Share— Feb. '58, 

El Centro 

(weorge H. Gribbin 

Senior vice president 
in charge of copy, 
Young & Rubicam 

Agency ad libs 

Tv viewers vs. tv commercials 

The other <la\ someone asked me what our 
creative department was doing to meet the grow- 
ing criticism of l\ commercials. This is like the 
old wife-beating question. It presumes there is 
growing criticism, and I'm not at all sure this is 
true. 1 know there will always he some criticism. 
Tv is literal!) so much in the public eve that it 
invites it. especially from professional critics. 

But let's take a closer look at this question of "growing criticism." 
Does it really come from the average viewer, or mostly from a vocal 
minority? Is it aimed at the individual commercial, or at how 
commercials are used, their length, their numbers, their positions? 

It's how they are used 

The answers to these questions are not easy to give except in 
fairly general terms. Part of it deals with people's reactions. Every- 
one in the tv business knows that many viewers consider it fashion- 
able or a sign of intelligence to appear to be anti-commercials. But 
it is also true that people often do not say what they really feel. 
We've done some research on this question with the public. What 
feelings do they have toward commercials? We find that a sur- 
prisingly small minority object to commercials generally, and then 
only because they feel commercials interrupt or dilute the enter- 
tainment. The majority of viewers are willing to accept the fact 
that someone has to pay for their entertainment. Being exposed to 
some commercials seems to them a reasonable price to pay. 

Where this price seems unreasonable is in the area of how com- , 
mercials are used. The controversy over "triple-spotting" is an 
example. This is an extreme instance. In many cases this would 
appear to be in violation of the NARTB-TV Code and is not general 
network practice. But there are also situations in general practice, 
well within the Code, where commercials pile up at the station break 
in large numbers. This can be especially disturbing to viewers of 
longer shows or feature films, and can leave an impression that 
commercials are too many and too long. 

Can a commercial writer do anything about this? From the crea- 
tive side, part of the answer to these criticisms is to produce com- 
mercials so interestingly that they will not give viewers this bad im- 
pression. The viewer will not feel he is paying too high a price for 
entertainment if the commercials he sees impress him favorably. 

Actually an increasing number of commercials have been trying 
to do just this. Starting about three or four years ago many com- 
mercial writers realized that the novelty of tv had worn off in that 
viewers would no longer look happily and uncritically at everything, 
commercials especially. Viewers' reactions toward commercials be- 
came an important factor and led to fresher, more original ap- 
proaches in commercials with less straight sell. This shift has been 
gradual. Perhaps the public is not aware of it. However we do 
find that there is a big difference between a viewer's opinion of 
{Please turn to page 24) 

sponsor • 24 may 1958 

Where you been? 
Out to lunch. 

Why is your face so red? 

Played a game and got stuck with 
the check. Why's yours? 

Xo time to make a new cut. What 
game ? 

Write down the names of all the 
states in five minutes. 


7 left out Iowa. 

Note: We'll give a whole year's supply of 
batteries for a transistor radio for the best 
finish to the conversation reported above. 
Winning entry better include the following: 
WMT-TV is CBS Television for Eastern 
Iowa; the mail address is Cedar Bapids ; 
the national rep is The Katz Agency; the 
station (laminates Cedar Rapids, Waterloo, 
and Dubuque, three of Iowa's six largest 
cities, plus a 35-county area constituting 
41% of the Iowa market. Mail gear entries 
to Everybody Talks About Eastern Iowa 
But Nobody Ever Does Anything About It. 
Before midnight. 

FOOD FOR THOUGHT: GET AGE homes comprise the most valuable audience 
in America today. Because the GET AGE (the years between 16 and 49) includes 
families when they're young and growing . . . when their wants and appetites are 
most prodigious . . . whose buying habits have yet to jell. It includes, too, families at 
the very peak of their earning power - who are buying more than they ever will 
again. GET AGE families spend an average of one-third more money, per household, 
than any other age group.* 

COLD FACTS: 72% of ABC Television's average audience** is made up of GET 
AGE homes. Corresponding figure for each of the other two networks is 64%. What's 
more, cost per thousand for GET AGE householders on ABC-TV is $3.92. The other 
two: $4.95 and $4.55.*** 

Household for household, GET AGE families buy far more groceries than anyone 
else. They buy far more home appliances, far more automobiles, far more of almost 
everything that's advertised on television. And remember: 

You get them at the 

GET AGE- abctv 

Agency ad libs continued . 

8th (from 19th) among all CBC 
shows! Outrates "Have Gun 
Will Travel", "Dinah Shore", 
"Disneyland", etc. 

Network rating higher every 
rating period, now 41.0! 
21% increase in homes 
reached ! 
30% increase in viewers! 

Pre-tested as popular movie and 
through dozens of famous Satur- 
day Evening Post stories, TUG- 
BOAT ANNIE helps Lever 
Brothers Limited of Canada win 
friends and influence sales. Lever 
Brothers' success story gives 
proof of greater profit than ever 
for you in your own market. Of 
course, the American premiere 
market showing is swamping 
all competition too ! 

the adventures of 



488 MADISON . 

. 22 • PLaza 5-2100 

specific commercials he has just seen and his general opinion of 
commercials when he has no particular ones in mind. When he is 
brought down to real cases, the viewer's reaction is many times more 
favorable. It is as if he feels each commercial is an exception to the 
rule, or to what might be called his "image" of commercials. 

Another waj of looking at this is to see what changes have taken 
place in people's opinions of commercials for certain product tvpes. 
\ -noil example, and not the only one, is beer commercials. As lit- 
tle as two years ago hardly anyone had a good word to say for the 
average beer commercial. Today, beer commercials rank among the 
national favorite. I We like to think Harry and Bert had something 
to do with this.) 

Aim for Interesting Sell 

I mentioned greater concern with viewer's reactions. Copywriters 
and advertisers know that there are plenty of other commercials on 
the air besides their own. With this competition, their commercials 
will have little effect unless they interest the viewer, hold his atten- 
tion, and communicate something of individual value to him. There 
are many ways of doing this and many champions of the different 
ways. One of today's big arguments in commercial writing is facts 
vs. feeling. Is Hard Sell better than Soft Sell? (These are mis- 
leading terms implying a choice between selling aggressively and not 
caring about selling at all.) To me, this argument is beside the point. 
Commercial effectiveness is not a question of Hard or Soft Sell. It 
is a question of Interesting Sell. 

The product may be a piece of machinery where factual informa- 
tion is important. Or the product might be for leisure fun where the 
development of certain feelings is important. For either product 
the purpose of the commercial is the same, — to interest the viewer 
in buying. This fundamental principle of interest works in all cases. 
Information, sales features, facts, product benefits, pleasure, fun. 
moods, — all must be made interesting to the viewer before they can 
become memorable, meaningful, and convincing. 

Whether this is done with demonstrations, jingles, Chinese babies, 
two brothers, shaving peaches, or pitting the B's against the A's 
makes no difference as long as there is the quality of interest. 

As always, statements like this tend to be oversimplifications. 
Obviously there is more to the art of creating effective commercials 
(ban this. Mv point is that without interest the commercial will 
never get off the ground. Even if the viewer is still watching, he will 
hardly be affected by any other creative qualities the commercial 
may have. 

From the creative side, interest is the answer to raising viewers 
opinions of commercials. This does not mean writing commercials 
of just certain types, even if all products could be advertised this 
wav. A really creative commercial can use any approach. 

So, to get back to our starting point, the answer to criticism of 
commercials seems not to depend on the type or length or number 
of commercials. It depends on acceptability, on giving the viewer 
a ^ood impression of the commercial itself, as well as the product 
or service that is being sold. And. acceptability in turn depends 
primarily on just one thing . . . how well a commercial is done. 
Doing it very well leads only in one direction, toward more interest, 
more acceptability and less criticism. ^ 



A television market is more than a city 

When you use WANE-TV ^^ Forr Wayne, you sell a television market whose: 

• Total Retail Sales are greater than those of Metropolitan Nashville and Syracuse combined 

• Effective Buying Income is over $1,250,000,000 

• Automobile Sales are equal to those of Metropolitan San Diego 

Smart advertisers want to tap this market. They do it over WANE-TV C@D as more families watch 
WANE-TV than any other station in the billion-dollar all-UHF Fort Wayne market. Represented by Petry. 

Sources: Area ARB 11/57; TV Mag. 3/57, Copyrighted . Sales Management 1957 

A CORINTHIAN STATION j^p^huo «. Blasting 

KOTV Tulsa . KGUL-TV Houston . WANE & WANE-TV Fort Wayne . WISH & WISH -TV Indianapolis 

24 may 1958 


The same day Russia launched Sputnik #2, KWFT lis- 
teners heard the voice of Igor Gregorian, Russian govern- 
ment official, chatting by telephone from Moscow with 
Dave Dary, KWFT News Director. 

The Cuban revolt . . . the Starkweather killings ... the 
Mike Todd crash ... all were reported BY PHONE FROM 

Alert reporting by Dave Dary and Bill Ritchie . . . backed 
by AP, UP, and over 50 correspondents . . . makes KWFT's 
daily newscast uniquely exciting . . . and puts solid impact 
behind sponsor commercials! 

LEARN MORE . . . about the Southwest's sellingest 
radio station! Call your H-R man! 

Ben Ludy 

President & General Manager 


rf ao KWFT 

QZUkc-Wichita Falls, Texas 

Call You 



The father of a 10- 
year old boy holds 
the stolen $100,000 


t 2 



49th an 

Here are several examples of what we 
are doing to prove to folks there has 
been no down turn in business in Ne- 

We have quoted not only state-wide 
figures, but figures for specific cities in 
our coverage area. These are announce- 
ments we are using in rotation six 
times daily for a thirty-day period and 
then tapering off to two a day indefi- 
nitely. We will up-date the figures 
quoted as new statistics are available. 

We have had much favorable com- 
ment from businessmen, Chambers of 
Commerce, agencies and others. We 
will be glad to provide any further in- 
formation you may want. 
Jack Gilbert 

station manager, KHPL-TV 
Hays Center, Nebr. 

We applaud KHPL-TV's anti-recessi. 

For more on similar 
j Sell Optlmitm, 26 April SPONSOR, 


It was with considerable enjoyment 
that 1 read your article "Radio 1958: 
Light Sell." Radio commercials for 
Pepperidge Farms were pointed out as 
achieving '"without boredom, the most 
difficult task of a radio commercial: 
telling the whole product ingredient 
story." Evidently these commercials 
are not heard in this part of the coun- 
try as I have never had the pleasure of 
hearing them. In fact, I have never 
heard any commercial which accom- 
plishes this task — without boredom. 

Is there any way I could obtain an 
example from you. I'm presently writ- 
ing for a class at Texas University con- 
cerning the trends in radio advertising. 
This information would be most help- 

I'd like to add that your magazine is 
read literally from cover to cover by 
this eager reader. Thanks for helping 
us learn painlessly. 

(Miss) Scottie Robinson 

• We've asked the agency to send you a few 
Pepperidge radio scripts. 

The attached statement from Frank P. 
Zeidler, Mayor of Milwaukee, acknowl- 
edging May, 1958 as National Radio 
Month is his own. I think that he has 
I Please turn to }>aii<> 2 ( > I 

sponsor • 24 \m 1958 


hooper : 


agree that 
Radio Boston 


Keep your eye on these other Plough, Inc. Stations: 

Radio Baltimore I Radio Chicago I Radio Memphis 



SPONSOR • 24 MAY 1958 

Detroit is listenin g 
to a new sound! 

Michigan's result-producing independent radio sta- 
tion is now first and only with regularly scheduled 
stereophonic sound — a new world of listening pleasure! 
The superb mike-side fidelity of this dimensional 
sound is capturing the attention and enthusiastic 
endorsement of all Detroit. 

WJBK's added acceptance bonus captures a greater 
measure of this vast market of millions . . . WJBK — 
first in news, music and sports — now in modern sound! 





To I. -do 





"Farnoixs on the local scene" 



Represented byTHE KATZ AGENCY, INC. 



Wheeling Atlanta Miami 

24 may 1958 



No Asterisks 

No Averages 

No Ifs, Duts, 

or Exceptions 


[Cont'd from page 26) 
expressed the feeling of a dedicated 
public servant to the contribution that 
radio makes in the everyday life of a 
community's citizens, its government 
and civic pride. 

Hugh Boice, Jr. 
general manager, WEMP 
Milwaukee, Wis. 


Through the cooperative efforts of 
the radio stations of our nation, the 
month of May 1958 has been designat- 

This observance will help to acquaint 
the public with the many useful serv- 
ices offered by the industry — services 
which meet the needs of public pur- 

Radio broadcasting, more than most 
methods of communication, satisfies 
the requirements of the individual. 
Through radio there is available to the 
listener a unique and selective variety 
of choices to fit one's personal tastes. 
To the community, also, radio broad- 
casting makes absolutely vital contribu- 
tions. Up-to-the-moment news reports, 
the availability of broadcast facilities 
for governmental use in civil defense 
and natural disasters, supplying of 
cost-free information, and support of 
worthwhile community projects includ- 
ing United Chest, American Red Cross, 
Polio, and others are but a few of the 
public services. 

Because of all these services, I am 
happy to call upon Milwaukeeans to 
join in this observance of NATIONAL 
RADIO MONTH. Let each one of us 
take note of the many achievements of 
radio and salute the men and wom- 
en of this great industry, especially 
through personal expression of our ap- 

Frank P. Zeidler 
Mayor, Milwaukee 

Case history 

We think the Miles' story is great and 
particularly wish to thank SPONSOR for 
their conscientious and thorough co- 

We would like to have 50 reprints of 
the article and would appreciate your 
letting us know what the cost would be. 

Snowden M. Hunt, Jr. 

Wade Advertising Agency. Inc. 

Hollywood, California 

• Reprint, of this article, I !!..w Miles Calif. 

24 may 1958 


In Kansas City . . . WHB reaches more men & women . . . than the next 3 radio stations combined 

It's a Don Loughnane 
Noon, Too! 

Noon to 2 . . . Don talks to 


n Ui the- tup 

i ,1 ion 
i i ord maj 
Don's < 
resonant. •■.. 
and tlif |.m 

everything WHB does. 

Suit. Willi is consistently and 
dominantly first in total audience 
every hour of the day.* But you 
want to know men and women? 
( rreal ! 

Of all the men and women who 
listen to the top 4 Kansas City 
radio stations . . . 51.7% listen 
to first place WHB. (Nielsen, 
Xov.-Dcc., audience composition 
analysis, 6 a.m. -6 p.m. average.) 
And every hour of the day more 
men and women listen to WIIB 
than to any oilier station. 

Talk to a Blair man ... or WHB 
General Manager George W. Arm- 
strong about WHB's tremendous 96- 
county coverage plus fantastic audi- 
ence appeal. 

♦Whether you're talking about Metro Pulse. Niel- 


10,000 watts • 710 kc. 
KANSAS CITY, Missouri 



STWT"! C3 l\l s 



WD6Y Minneapolis St Paul 


WHB Kansas City 


WTIX New Orleans 


WQAM Miami 




SPONSOR • 24 MAY 1958 


Where are today's hot spot markets? 

^ Answer: Many of them are in farm areas, where 
rising prices are countering the recession mood elsewhere 

^ There has been no rush to buy these markets but 
some buying action is expected before the year is over 










1 1 1 


1 1 1 

Source: Agric. Dept., index of prices received by farmers compared with 1910-14 base of 100 

I he brightening farm price picture 
this year will require spot advertisers 
to take another look at the buying in- 
come figures in their key markets. 

This fact became clearer this week 
as latest data from the Department of 
Agriculture showed the over-all index 
of farm prices continuing to rise. 

There are already signs that a num- 
ber of markets are becoming "hot" — 
that is, getting a second look because 
of healthy business indicators. A good 
number of these are centered in farm 

One straw in the wind is the fact 
that some syndicators are hiking film 
prices in markets showing a counter- 
trend to the slowdown elsewhere in 
the country. (See sponsor-scope, 10 
May 1958.) 

While there is no solid evidence that 
spot radio and tv clients are rushing 
into the hot markets, one veteran New 
York marketer, who said that adver- 
tisers are slow to react to changes in 
buying patterns, expects some reaction 
before the year is out. 

This prediction was bolstered by an- 
other from Chicago relating specifical- 
ly to advertisers of farm products. 
Bob Walton, veteran farm expert of 
John Blair & Co., said that the im- 
provement in the farm economic pic- 
ture will undoubtedly be reflected in 
increased expenditures by farm clients 
during the last quarter of the year. 
Walton added that judging by com- 

sponsor • 24 may 1958 







Livestock & 

All prices 































Apr. U 

> 1958 





: Dept. of kgric 

dture. p, 

;es received b 

farmers comps 

red with 1910-14 base 





Millions of 
U.S. farms 

1951 $16.1 

1952 15.1 

1951 5.5 

1953 13.3 

1952 5.4 

1954 12.7 

1953 5.3 

1955 11.9 

1954 5.2 

1956 11.6 

1955 5.1 

1957 12.1 

1956 5.0 

1st qtr. 1958 12.8 

1957 4.9 
1st qtr. 1958 4.8 

The big switch: While the farm economy dipped during the unprecedented 
1950's, now that a recession in hard goods has taken hold, farming is showir 
trend. Figures on number of farms show why per capita income didn't declin 

merits "from people behind the scenes 
at the larjie agricultural factories and 
among growers, farm radio advertis- 
ing will probably enjoy greater pros- 
pent) during the last half of 1958 than 
ever before." 

While tlie hot market picture is a 
complicated one and will require close 
stud) b) marketing researchers, the 
current situation generally reflects an 
ironic see-saw between urban and farm 
income that has been going on for 
years and has been particularly notice- 
able since the Korean War. Following 
the Korean conflict, farm prices began 
a descent thai didn't end until last 

year. This t'><>k place while the urban- 
ites were enjo) ing unprecedented pros- 
perit) . 

I he big -v\ itch began in 1957 when 
the Department id Agriculture index 

of farm prices bent upward slightly, 
going from 235 the year before to 242 
last year. (These index figures are a 
comparison with the 1910-14 base of 

During the first quarter of 1958, the 
farm price rise really hit its stride. 
The index rose to 247 on 15 January, 
252 on 15 February, 263 on 15 March 
and 266 on 15 April. 

While the various segments of the 
farm economy are not enjoying this 
new-found prosperity to the same ex- 
tent, the midwest is generally doing 
verj well. For example, reports of cash 
receipts by farmers during the first 
quarter of this year were reported up 
ovei the corresponding quarter in 1957 
by the following amounts — Nebraska, 
3."/, : Kansas. 22.."/; ; [owa, I 1.1%. 

One factor in this rise is excellent 

weather conditions, expected to result 
in a bumper wheat crop. These three 
states, plus Texas and Oklahoma, are 
expected to benefit particularly. Grain 
belt states to the east should show up 
well, too, but the general economic 
picture is a little less bright because 
of unemplo) ment in the larger indus- 
trial cities. 

The Midwest and the Southwest are 
also in good shape because of cattle 
prices. These suffered more severely 
than crop prices following Korea but 
bounced back higher. A smaller sup- 
ply of cattle is one reason for this, the 
result of seven years of drought plus 
competitive factors such as the holding 
back of cattle by western ranchers to 
replenish stock herds. 

It is not strange, therefore, that 
among the list of hot markets cited 
are a strong representation of midwest 
and southwest cities. These include 
(and this is, by no means, all-inclu- 
sive) Albuquerque, Dallas, Denver. 
Kansas City, Minneapolis, Oklahoma 
City, Omaha and Tulsa. 

Of the 10 cities listed by the Rand 
McNally business trend bulletin as 
showing the best business gains in 
April compared to a year ago, five 
were from the Midwest: In addition to 
Albuquerque and Omaha, mentioned 
above, there were Des Moines, Phoe- 
nix and Sioux Falls. The other five 
were New Orleans, New York, Roan- 
oke, Shreveport and Tampa. 

The farm price rise is not the only 
factor explaining these economical 
healthy markets. For example, the 
Omaha area is benefiting from the 
Government's construction of a $25 
million missile base, upping the Gov- 
ernment's investment in the area this 
year to double that figure. The pay- 
roll for the Strategic Air Command 
in the Omaha environs now comes to 
around $30 million. Denver is another 
market benefiting from Air Force in- 

Nor is the farm price picture uni- 
formly good. The government's price 
index shows cotton and even food 
grain prices clown in April 1958 com- 
pared with the same month last year. 
Fruit and vegetable prices, however, 
are up considerably, especially fresh 
market vegetables. Here, the price in- 
dex jumped from 294 to 410. Pota- 
toes, too, are doing nicely, having 
risen from 1 15 to 268. 

While prices paid l>\ farmers are 
up. the) are more than offsel b) price? 
received. ^ 

Why packager 
David Susskind 
won't keep quiet 

Davis Susskind of Talei 

the blame for this on th« 

^ Madison Ave. doesn't cotton to his criticism of video 
programing but he won't bow to the 'conspiracy of silence' 

^ He warns that viewer can tune in his set but tune out 
his brain, which can hurt effectiveness of commercials 

By Alfred J. Jaffe 

l^avid Susskind, vice president and 
co-owner of Talent Associates, is not 
the only man in the tv business who 
has called video programing dull, but 
he is certainly the only packager in the 
business who is so outspoken and 
probably the only one who is out- 
spoken at all. As next season's net- 
work lineup shapes up, Susskind finds 
no reason to hold his fire. 

An intense man of 37, he has been 
carrying on a relentless, sometimes 
bitter, campaign to upgrade tv. His 
single-mindedness has made some of 
his advertising friends wince and one 
of them, a highly-placed ad agency 
executive, said recently: 

"Dave is a talented guy. But he's 
going to hurt himself with all this 
criticism. I don't know why he does it." 

Susskind has been taken to task be- 
fore — many times behind his back and 
occasionally to his face. On one of 
the latter occasions, which took place 
at a programing session sponsored by 
Westinghouse Broadcasting Co., a sta- 

tion man said to him, "Why don't you 
stop shooting off your mouth? Why 
do you bring these things up? Did 
you ever hear the editor of Life criti- 
cize his magazine?" 

Since this particular session had to 
do with public service, Susskind had 
an obvious answer to that one. But 
defending himself in a more general 
vein, he said recently, "I'm sick of this 
conspiracy of silence. 'Don't say any- 
thing Dave. If you keep quiet, nobody 
will notice. Live and let live, Dave.' 
That's nonsense. I'm not interested in 
protecting anybody." 

Quite the opposite. Susskind feels 
there are too many people in tv pro- 
graming who have no business there. 
(He won't name names; he's not that 

"Sure, you can say that if man 
doesn't deliver, he's fired. But if he's 
got experience, somebody else hires 
him. A guy can be kicked out of a 
network and end up at an agency. So. 
it's the same people picking shows." 

Susskind's beef about television pro- 

5 finds 907r of tv is "drivel." He puts 
and sees the advertiser tagging along 

graining is that it is (1) unimagina- 
tive, (2) prone to copy-cat methods, 
(3) lacking in dynamics and (4) be- 
coming a captive of the Hollywood film 
mind. He is a great protagonist of live 
shows in general and a great booster 
of New York live programing in par- 
ticular. Live shows in New York, he 
sa) s, are cheaper than film and compa- 
rable to live programing in Hollywood. 
"I hear talk about live shows being 
cheaper on the coast. That's a myth." 

While he views the future of live 
programing hopefully, he is under- 
standably discouraged at present, par- 
ticularly with the fact that the only 
live dramas being retained for next 
season are U. S. Steel Hour, Arm- 
strong Circle Theatre ( a Talent Asso- 
icates' package) and Playhouse 90. 

To many a hard-boiled adman. Suss- 
kind views are laudable but overladen 
with an air of innocence. But agency 
men who have worked with him de- 
scribe him as a realist, a hard-driving 
craftsman devoted to his task, a man 
with unusual show business judgment 
and a fine understanding of the value 
of a dollar. "He is a very persuasive 
talker," commented the programing 
chief at one of the top agencies. "He 
leaves you with the impression that he 
knows his business." 

Certainly, Susskind's list of credits 
entitle him to the reputation of a man 
with know-how. After a stint with 

\]< \. lie joined his present partner, 
Alfred Lew. in I'M') t<» set up Talent 

\—... iates .1- an agent concentrating 
on representing t\ writers, directors 
an.l producers. T\ signed Fred Coe, 
David Shaw, Robert Man Arthur, Gor- 
don DufT. among others, and contrib- 
uted ni> little tn the live, hour-long 
drama, one of brightest tiaras in tv's 
crown. I.e\\-Sii»kind packages in- 
eluded Philco-Goodyear Tv Playhouse. 
Mr. Peepers, J amir and Justice. Beside 

Armstrong's Circle Theatre. Susskind 
i> now executive producer on duPont's 
Slwu of the Month and the Kraft hour. 

Armstrong and duPont will have Suss- 
kind work for them next season, too. 
As for Kraft, the decision was made to 

cancel Indole Susskind was called in 
bj J. Walter Thompson to finish the 

Susskind has the reputation of an 
intellectual in ad circles hut he wants 
to avoid the egghead connotation and 
make clear he is not wedded to literary 
classics, past and present. "Look," he 
said, "we've made kines of two situa- 
tion comedies. There's Too Young to 
Go Steady. It's with Don Ameche, not 
John Gielgud. And there's Young Mr. 
Middleton. It's with Martha Scott, not 
Clair Bloom." 

Susskind's pitch for better program- 
ing embraces a wide variety of types. 
Ke goes for Father Knows Best, he's 
crazy about Sgt. Bilko and he thinks 

What's My Line is fine programing. 
These to him are islands of quality in 
a sea of drivel — the waters thereof in- 
cluding most Westerns. 

What it comes down to, says Suss- 
kind — and here he is talking directly 
to the advertiser — is that most pro- 
graming in tv comes through at a low 
level of intensity. "The viewer is lulled, 
not galvanized. He sits there with his 
brain tuned out and that carries over 
into the commercials. There's nothing 
to open the pocketbook. And where's 
the identification? Circulation is im- 
portant, sure, but that's only 50% of 
the equation." 

Whose fault is it? Susskind lays 
the major blame at the feet of the net- 


I v has taken its first seven-league 
step beyond the confines of the U.S. 

Last week, for the first time, at the 
annual International Advertising Asso- 
ciation convention in New York's 
Roosevelt Hotel, agencymen and adver- 
tisers from far-flung Athens. Stockholm 
and points south (some 800 delegates 
from 50 countries), pointed up televi- 
sion as an important and growing in- 
ternational advertising medium. (For 
breakdown of international tv growth, 
number of stations and sets in 43 ma- 
jor foreign markets, see sponsor 5 
April 1958. 1 

One-quarter of the convention time 
was devoted to the 15 May afternoon 
panel on international tv advertising. 
Three industry spokesmen I Halsev Bar- 
rett, TvB director of national sales; 
David H. Polinger, WABC-TV account 
executive; Al Stern, director of inter- 
national operations, NBC) talked about 
the commercial uses of tv overseas. 

Here's how the international tv pic- 
ture shapes: 

Tv coverage — Outside of the U. S. 
there are over 530 tv stations and some 
22 million sets in U. S. Said Halsey 
Barrett: "In 1957 alone, the number 
of international tv stations increased 
by 60 ( /< and tv sets increased 52%. 
This is a far greater rate-of-increase 
than the current growth of U. S. tele- 
vision which added 6.2' '< new stations 
in 1957, had a \2' i increase in sets." 

Commercial availabilities - -Most sig- 
nificant to international admen are the 

restrictions and limitations frequently 
put upon commercial tv use overseas. 
However, in a growing number of over- 
seas markets, governments have come 
to the conclusion that state tv and pri- 
vate tv can exist side-by-side. 

Said NBC's Al Stern, who recently 
returned from a 40,000-mile tour exam- 
ining tv in Britain. Austria, Germany, 
Japan, Hong Kong, Malaya, the Philip- 
pines and Australia: "State tv can put 
the emphasis on cultural programing. 
Commercial tv, operating as an adver- 
tising medium, must program to draw 
large audiences — with emphasis on en- 
tertainment. In some countries — Ger- 
many, for instance, the state system 
sells advertising time on an insertion 
basis for one half-hour per day." 

Ratings and research — Traditionally, 
in international radio as in tv, the lack 
of rating services has been a deterrent 
to a handful of research-minded Ameri- 
can companies who sell overseas. 

WABC-TV's David Polinger feels 
that overseas markets should endeavor 
to organize at least one impartial rat- 
ings service to satisfy reluctant adver- 
tisers. "A market should be serviced 
in one of two methods: either a serv- 
ice sponsored and supported mutually 
by the advertising community, such as 
in Havana — which I understand to be 
a highl\ successful and acceptable 
method ; or by having two survey com- 
panies, such as Puerto Rico had. This 
latter method I feel is necessary to pro- 
vide a system of checks." ^ 

• 24 may 1958 

works. "They decide what goes into 
what time slots." A year ago, Susskind 
would have put all the blame on the 
webs, but with the change-over to a 
buyers' market, he is beginning to feel 
that most advertisers are just as bad. 

Interestingly enouph. Susskind has a 
soft spot for CBS. "It's the best net 
work because it is the best fusion o 
show business and big business." Bu 
here, too, Susskind is driven to gloomy 
thoughts. CBS, he complains, is fol 
lowing the crowd, displaying a lack of 
confidence in its creativity. "You can" 
beat a Western with a Western." It's 
not necessary to be told that Susskind 
would like to see Pat Weaver back in 
network tv. 

Susskind acknowledges that it's easy 
to criticize (though no one can say 
that he doesn't practice what he 
preaches) and sympathizes with the 
problem of programing a network, 
hour by hour, every day of the week. 
He's not looking for perfection. He 
would just like to raise the ratio of 
quality programing on tv from, say, 
10% to, say, 35%. 

If anyone doubts the sincerity of 
Susskind's views, he can easily come 
tack and say (as he did) that he could 
make more money in film. "I could 
sell residuals, take my profits in capi- 
tal gains. If I only wanted to be rich, 
that's what I'd do. I have 1,000 kines, 
worth nothing. But I love live televi- 
sion. There's a tension about it that 
makes it come across. There's a magic 
in it. With film there's always the 
feeling that if a scene doesn't come out 
right you can always do it over." 

While Susskind is enthusiastic about 
tape ("the quality is terrific") he finds 
there is the same pitfall of the actor 
relaxing under the knowledge that the 
scene can be shot again. He feels tape 
will eventually replace a great deal of 
film programing. 

So, for the foreseeable future, Suss- 
kind will stick to his last. For this, 
many viewers will be grateful. As for 
Madison Ave., while it admires Suss- 
kind, his views do not exactly evoke 
gratitude. Perhaps there is some case 
for complaining that tv has become 
singled out for criticism while the print 
media remain unscathed. Perhaps in 
the" daily hurly-burly of a crackling 
business, gratitude is considered a 
little sentimental, anyway. But, note, 
that no one has said, so far as his 
creative superintending is concerned, 
that Dave Susskind is doing a bad 
thing. ^ 

SPONSOR • 24 MAY 1958 


1) What was the biggest account shift 
among major air users in 1957? 

a. Studebaker-P'ck'rd c. Pabst 

b. Buick d. Lucidin Eye Wash 

2) Gillette sells what products 
shaving products? 

a. cake mixes and syrup 

b. auto tires and fishing rods 

c. home permanents and ball point pens 

d. hair restorers and hair tonic 

3) Who is president of Procter & 

a. Howard J. Morgens c. Charles E. Wilson 

b. Neil H. McElroy d. Edward H. Little 

4) How many brands did American 
Home products advertise on spot tv in 

a. 40 c. 11 

b. 22 d. 73 

5) What advertiser introduced situa- 
tion comedy to air media? 

a. Philip Morris with / Love Lucy 

b. P&G with Vic & Sade 

c. Lever Bros, with Amos 'n Andy 

d. Pillsbury with Today's Children 

6) How many new brands will Lever 
Bros, introduce this year? 

7) What percent of all advertising did 
clients spend on tv in 1957? 

a. 10.0% c. 30.6% 

b. 5.6% d. 12.6% 

8) What category of national or re- 
gional advertisers is the largest user of 
syndicated film? 

a. Brewers c. Cigarette firms 

b. Oil firms d. Auto mfrs. 

9) How do chewing gum companies 
rank in sales? 

a. Beech-Nut, Wrigley, American Chicle 

b. Wrigley, American Chicle, Beech-Nut 

c. American Chicle, Wrigley, Beech-Nut 

d. Wrigley, American Chicle, Lucidin 

10) What advertiser has the longest 
record as a continuous network radio 

a. Kraft c. Firestone 

b. P&G d. Lucidin 

11) What advertiser has the longest 
record as a continuous network tv 

a. Kraft c. Firestone 

b. P&G d. Lucidin 

12) What advertiser launched the 
first big comedy-variety shows on both 
network radio and network tv? 

a. Texaco c. American Tobacco 

b. Buick d. Chase & Sanborn 

13) What did the Big Three soap 
firms spend on gross time in tv during 

a. $73 million c. $124 million 

b. $25 million d. $331 million 

14) Who sponsored the first dramatic 
series on network radio with a stock 

a Street & Smith with True Story 

b. Lever Bros, with Lux Radio Theatre 

c. Lucidin with Love is Forever 
(1. Campana with First Nighter 

15) Who bought the biggest station 
lineup for a single syndicated show in 
the history of tv? 

a. Ballantine c. Carnation 

b. Conoco d. Lucidin 

16) What category of advertisers 
ranked first in gross network tv time 
spending for 1957? 

a. Toiletries c. Drugs 

b. Food d. Automotive 

17) Two decades ago, a well-known 
client was top spender in network ra- 
dio. Who was it? 

a. P&G c. American Tobacco 

b. Lever Bros. d. General Motors 

18) How many advertisers spent $20,- 
000 or more in gross time in spot tv 
during 1957? 

a. 128 c. 2,287 

b. 1,287 d. 12,870 

19) How many advertisers spent 
$100,000 or more in gross time in net- 
work tv during 1957? 

a. 20 c. 207 

b. 107 d. 702 

20) Was there ever actually a Lucidin 
Eye Wash? 

a. Yes c. Maybe 

b. No d. Who cares? 

(Answers on page 39) 



(Listed alphabetically) 




Klaeger Films 

R. Lawrence 

Lou Lilly 

MPO TV Films 


Universal International 


Van Praag 



Most economical 
Best facilities 
Most creative 
Best animation 
Best on-location 


(Listed alphabetically) 

N. W. Ayer 

Ted Bates 


Benton & Bowles 



Cunningham & Walsh 

Doyle Dane Bernbach 


Wm. Esty 

Fletcher D. Richards 

Foote, Cone & Belding 

Fuller & Smith & Ross 

How agencies rate television 

I o most advertising agencies, the 
best tv commercial film producer isn't 
the lowest-priced, the best-equipped or 
the most experienced. He's simply the 
producer with the best personnel. 

This is the outstanding conclusion 
from an exclusive sponsor survey of 
37 top television executives in 20 of 
the biggest agencies. The survey, con- 
ducted in New York. Chicago and Los 

Angeles both by mail and in-person 
interview, turned up these surprising 

• Out of 50 commercial film pro- 
ducers nominated as best in certain 
categories, 12 stood out (see list 
above). One. MPO TV Films, ran well 
ahead of the entire field. 

• Almost every agency is more con- 
cerned with quality than price, and 
most believe that quality is most in- 
fluenced by personnel caliber. Says 
Geo. Harrington, acting head. Y \\ . 

\\<-i film dept.: "II the) are good pro. 
fessional motion picture people with an 
understanding ol i\ commercial prob- 
lems, t r i i — i- the \ ital ke) to su :cess." 
Foote, Cone & Belding radio i\ v.p. 

Roger l'i j "i ei I - tlii~. " Assuming 

adequate financing and physical facil- 
ities, the single mosl important consid- 
eration i- the creative ability of the 
ke) members of the permanent staff, 

since everything else is for hire. Cam- 
eras can be rented, opticals can be 
bought, but the creative ability of the 
key people is all we are really buying, 
and the permanent staff determines 

• Agencymen believe that too many 
tv commercial film producers are dis- 
organized and inefficient. The tv di- 
rector of one of the top five agencies 
puts it this way: 

"Our biggest problem is to find a 
producer who will arrive in the studio 
on the day of shooting completely pre- 
pared so that nothing can go wrong. 
If they would take notes at the pre- 
production meetings, so that they 
didn't have to hold up shooting look- 
ing for props, sets, costumes, etc., the 
lives of agency producers would be 
happier. Producers at film houses 
don't use their heads in selection of 
props, fabrics, colors, etc. If the 
background is grey, they come up with 
gre) fabrics; if we want Tiffan) props, 
!lic\ select \\ oolworth r ] u a 1 i t \ ." 

• Agencies generally dislike the nay 
film producers compete. They call the 
bidding "viciously competitive" and 
unrealistic, and especialK dislike a 
film producer who bids too low and 
then has to come back and ask foi 
more mone) to fini>li shooting. Says 

one top agency tv executive: "Mam 
film producers, in order to get into the 
agency, will make a low bid — but soon 
start asking for money by screaming 
about costs. Or else they begin to hur- 
ry their crews with stopwatches." 

Another agencyman adds that most 
bids don't allow adequate time for 
developing another viewpoint on the 
set. "The pressures are on the director 
to get done with the job quickly be- 
cause the bid doesn't allow for extra 

• Agencies recognize that tv com- 
mercial film producers are film experts 
— but many producers are vague on 
television's special problems and re- 
quirements. The tv director of one of 
the biggest agencies explains it this 
wa) : "Too many old-time film produc- 
ers have not adapted themselves to the 
needs of radio/tv producers. They 
could be a big help, for example, if 
the) would submit breakdowns on 
cost." Another agenc) executive add! 
that film producers are beginning to 
understand the problem of tv — that 
deadlines, for example, must be met. 

In rating the individual t\ film pro- 
ducers, agencymen were asked to name 
the one producer who rated highest foi 
quality, mosl reliable, most economi- 
cal, most llexible. etc. It' '- interesting 

jar drier 



Cenyon & Eckhardt 

.eo Burnett 



^eedham, Louis & Brorby 

)giivy, Benson & Mather 

leach, McClinton 





New York best 17 

Chicago best none 

Los Angeles best 18 


New York 
Los Angeles 



^ To the agency tv v.p., 
a film producer's personnel 
is the most important factor 

^ Other factors: is the 
producer efficient, does 
he understand television? 

jmmercial film producers 

to note that the 12 producers who 
came out on top were those who scored 
well across the board and not just in 
one category. Sarra, for example, got 
the vote of three agencies for highest 
quality, four for most reliable, two 
each for most economical, best facili- 
ties and most creative, and one for best 
on-location. Sarra's total of 14 first- 
place votes, therefore, came out higher 
than another producer who got six 
agency votes for best animation and 
three for most creative — a total of 
nine first-place votes. 

In sponsor's survey, agency execu- 
tives were also asked whether New 
York, Chicago or Los Angeles has the 
best tv commercial film producers (20 
of the participating agencymen were in 
New York, seven in Chicago and 10 in 
Los Angeles). Except for Chicago, 
agencymen tend to vote for the city in 
which they work: 17 agencies picked 
New \ork producers as best, 18 chose 
Los Angeles, and not one agencyman 
named Chicago. 

One agency tv director chose New 
York because "New York producers 
have essentially devoted their lives to 
tv commercials. In Los Angeles the 
attitude is that commercials are a nec- 
essary evil — something to be inserted 
in a lovely film to spoil it." Another 

New York agency executive claims that 
producers in L.A. are "old motion pic- 
ture people with a dyed-in-the-wool at- 
titude who refuse to make a change. 
We find they won't be bothered with 
20-second commercials, even though 
they're already a million-dollar busi- 

Another part of the survey asked 
agency tv directors for any other com- 
ments or suggestions involving agency- 
film producer liaison. Here are some 
sample comments: 

Seymour Frolick, radio /tv v.p., 
Fletcher D. Richards, New York: "Li- 
aison with clients is extremely impor- 
tant. 'Salesmen' who do not know all 
they should about production are 
harmful to some film companies. ' 

New York agency tv producer: 
"Consistency is important in evaluat- 
ing commercial tv film producers. 
Much has to do with the people you 
are working with. Good job one week, 
lousy next." 

Art Ross, radio/tv director, Camp- 
bell-Ewald, New York: "Agencies 
should encourage the creative aspect 
of film companies — as well as the me- 
chanical utilization of their productive 

Ray hind, tv commercial v.p.. Ben- 
ton & Boules. New York: "There is 

a great deal of non-commercial talent, 
cameramen and directors, that could 
make a healthy contribution to adver- 
tising with the right guidance. These 
people should be sought after and ex- 
posed to us for use in advertising." 

Los Angeles agency v.p.: "More time 
and more money should be expended 
on actual work and less on bars, agen- 
cy offices on the lot, and the ever- 
present and slightly soiled red carpet." 

Frank Martello, supervisor of tv com- 
mercials, Kenyon & Eckhardt. Chicago: 
"Generally speaking, most film pro- 
ducers do a good job but it is impor- 
tant to realize that it is the duty of the 
agency producer to direct the staff of 
the production outfit and be able to 
transmit to them all the necessary in- 
formation and leadership." 

Los Angeles agency v.p.: "Agency 
representatives generally do not give 
the individual studio or producing 
company proper credit for production. 
The taste of the individual art director 
or set dresser can make or break a 

New York agency v.p.: "I think all 
of the film production houses will 
eventually dwindle into three or four 
top houses. The rest must fail because 
of the keen competition and the lack 
of manpower." ^ 

Radio advertising as D.J.'s see it 

^ National advertisers ean profit from the advice of 
disk jockeys, for they are the friends of the consumers 

^ SPONSOR polled jockeys from all over the U. S., 
and here are their views on copy and merchandising 

By Bill Miksch 

I lit- paper bridge between Madison 
Wenue and the radio station in Amer- 
ica's grassroots- a flimsy span con- 
structed of ratings reports, confirma- 
tions and invoices — is rarely crossed 
from either direction. At one end are 
(he agenc.) buyers and copywriters, at 
the other the local disk jockey. If 
the) ever do get together they will 
have some interesting notes to compare. 
SPONSOR, at the recent Pop Music 
Disk Jockej Convention staged l>\ the 
Storz Stations in Kansas City, set out 
to cross the bridge in part by bringing 
back to the national advertiser some 
\ iews on his advertising from the per- 
sonalities who take his message to their 

local audiences. A sampling of the 
convening d.j.'s was polled with a num- 
ber of questions relating to radio com- 
mercial copy, slotting, merchandising 
and how they can do a better job as 
local salesmen. 

The jockeys polled were from no sin- 
gle part of the country. They are rep- 
resentative of large and small stations 
in all sizes of markets. The Eastern 
Seaboard. Midwest. Deep South and 
Far West were heard from. Their views 
were divergent on some points, almost 
unanimous on others. 

The chart on this page is a compila- 
tion of their opinions on several of the 
questions, but is only part of the story. 



Straight TA's; no sales pitch added by d.j 10% 

Shortened TA's with open end for d.j.'s endorsement 35 r i- 

live commercials delivered by d.j 60% 


Three one-minute commercials 35% 

One one-minute with six 20-second reminders 50% 


Half-hour separation 35% 

Quarter-hour separation 50% 

Whole hour separation 10% 


15-minute segments would benefit advertisers 65% 

15-minule segments would improve programing 60% 

Sec a trend in this direction 20% 


M<>r<- in-store promotions 70*7 

More tying in of products to community affairs 3095 

More personality appearances at regional sales meetings, etc 25% 

Some of their individual comments in- 
dicate that buying a national spot cam- 
paign involves more than numbers and 
rate cards; that a timebuy includes the 
personality who runs the show. 

D.j.'s want to belong 

Perhaps one of the most significant 
things uncovered in the sponsor sur- 
vey was the desire of most disk jockeys 
to "belong" to the national family 
whose products they advertise. It is 
reflected in part by the fact that the 
majority i 00' , I would like to do more 
commercials "live," while 35% would 
prefer at least to "get into the act" 
through transcribed announcements 
with open ends to allow them time for 
a personal endorsement. The desire to 
"belong' also is indicated by a gen- 
eral feeling that they don't have 
enough personal contact with local 
distributors of the national product. 

To a question on how the national 
client and the disk jockey can improve 
local sales, more than 60' 7c of the d.j.'s 
saw personal acquaintance with the 
advertiser's local representative as an 
answer. "It would help," said Ken 
O'Donnell. star of Twilight Moods, 
KNCO, Garden City, Kansas, "if na- 
tional advertisers would work through 
station commercial managers to meet 
the air people and. when possible, for 
air people to know advertisers." Ap- 
parently many station managers feel 
this same gap in communications. 
Said D. J. Lean, general manager of 
KSMW. Winona. Minnesota, "It's get- 
ting harder and harder to find out who 
the local salesmen are." 

Here is a suggestion on how know- 
ing the local salesman might be of 
benefit to a d.j. selling through the 
very personal medium of radio. "" \ 
talk with a salesman might produce 
names of local buyers," says Duke 
Bowman whose show, Ja:z, Made In 
America, emanates from KCMO, Kan- 
sas City. "For example," he points 
out, "you might come up with some 
such neighborly endorsement as 'Ed 
Smith just bought a I brand name) 
tractor and now finds he has more 
time to go fishing'." The d.j. can fre- 
quently spot what the national account 
ma\ miss — that radio, in many com- 
munities, plays the same intimate role 
as the country weekly. (Remember, 

there are even stations that program 
obituary notices.) 

In addition to a closer relation be- 
tween the d.j. and the advertiser's rep- 
resentative at the local level, here are 
a few other suggestions advanced by 
d.j.'s for better ties: (1) Air checks, 
1 2) Product samples, (3) Releases, 
tapes or flyers from the station to the 

In the area of commercial copy, the 
survey of d.j.'s revealed some interest- 
ing views. For example, sponsor 
asked, "What trends in transcribed 
commercials do you see for 1958?" 
About 50% of the d.j.'s were equally 
divided in the feeling that this year 
would see more jingles and more com- 
binations of jingles plus talk. About 
40% foresee a spate of the comedy 
"talk" announcements. Less than 10% 
look for more straight, hard-sell com- 

D.j.'s want to sell 

From their own experience in their 
own markets, the majority of d.j.'s feel 
personally-delivered "live" announce- 
ments (ad-libbed from fact sheets) 
have proved most successful for all ad- 
vertisers. Only about 10% of those 
queried felt that all-electrically-tran- 
scribed pitches do a maximum job. 
Norman Wain, star of Album Merry 
Go Round on WDOK, Cleveland, ex- 
plains, "The air personality must be 
used to sell; otherwise the advertiser 
buys only time — not time plus person- 

Jim Gaines, KALB, Alexandria, 
Louisiana, says, "The d.j. in any com- 
munity is still the power behind radio. 
His personal endorsement of any prod- 
uct has twice the power and credibil- 
ity of the e.t." Others gave such reasons 
as: "identification," "national recogni- 
tion with local flavor," and "sincerity." 

In light of many recent charges of 
"over-commercialization" of radio, the 
views of d.j.'s on product protection 
for competing or conflicting commer- 
cials were interesting. About 50% 
were in favor of 15-minute separation 
between such commercials; 35% 
wished for half-hour protection, and 
about 10% went so far as an entire 
hour's separation. Dave Teig, star of 
his -own show on WILK, Wilkes-Barre, 
Pa., was one who recommended the 
latter, commented, "If I had my way 
there would never be a product con- 
flict. ' The eagerness of d.j.'s to serve 
clients was apparent in the survey. 

A question that brought up fairly 

diverse answers was, "From your own 
experience, what bearing has the length 
and number of commercials on prod- 
uct sales? For example, within a three- 
hour music and news show which 
would you recommend for a client — 
three one-minute commercials or one 
one-minute plus six 20-second re- 
minders?" About half voted for the 
latter; 35% for the former. 

"I believe," said Chuck Renwick, 
d.j. of his show on WSRS-AM-FM, 
Cleveland, "that frequency, familiarity 
and brevity are more effective than 
fewer lengthy pitches. This is contin- 
gent, however, on the product." Hence 
he voted for a minute plus six 20- 
seconds. "Repetition to reach a chang- 
ing audience," "blanket coverage," 
"more impressions," were replies from 
some who agreed with him. On the 
other side of the coin, Shel Smith, 
KMAN, Manhattan, Kansas, felt three 
minutes would do the trick since it 
"provides adequate sales stimulus with- 
out over-saturation." 

The segment buy 

Irv Smith, WINS, New York, whose 
Wake up to Music runs from 6 to 9 
a.m., also favors the three-minute 
spots to get across the whole product 
message to his constantly changing 
audience. Dale Green, Dancing Party, 
KBRS, Springdale, Ark., goes along 
on the basis that it is "enough, but not 
too repetitive." 

Of the d.j.'s questioned, 65% felt 
that advertisers could benefit by buy- 
ing 15-minute program segments, but 
an overwhelming 80% see no trend in 
this direction. Segment buys would 
give sponsors identification is the view 
of Jean Arnold, star of Night Train on 
K-REL, Baytown, Texas. It's a chance 
to sell without other distractions," said 
another d.j. Said WSRS' Chuck Ren- 
wick, Cleveland, "Segments are the 
most effective way to really do a sales 
job, provided a close tie-in with a local 
distributor is arranged." 

Nearly all of those favoring segment 
buys also feel it would help program- 
ing — "keep it more clean-cut," as one 
d.j. put it. If segment buys would ap- 
pear to benefit both product sales and 
programing, why then is there no trend 
developing that way? Perhaps because 
some national advertisers feel, as did 
a minority of the responding jockeys, 
that radio's strength lies in saturation. 

On the subject of merchandising, 

a facet of radio advertising that has 

[Please turn to page 74) 


1) c. To Norman, Craig & Kummel. 
Pabst billings are about $8 million. 

2) c. Toni and Paper-Mate. 

3) a. He succeeded the now Secretary 
of Defense. 

4) b. P&G, if you're interested, had 40. 

5) c. And they're still around. 

6) d. Lever's test labs have been busy. 

7) d. As estimated by McC-E. 

8) a. Because of regional distribution. 

9) b. This ranking is of long-standing. 

10) c. Want to argue the point? 

11) a. Their dramatic hour is still on. 

12) a. The shows starred Ed Wynn 
and Milton Berle. 

13) c. As estimated by TvB and PIB. 

14) d. Remember Don Ameche then? 

15) c. Carnation had CBS Film's An- 
nie Oakley in about 142 markets. 

16) a. Last year was the first time 
toiletries ranked first. Source: PIB. 

17) a. Easy, wasn't it? 

18) b. As estimated by TvB. 

19) c. As estimated by PIB. 

20) a. Bet you thought we made up 
the name. 


Score five points for each ques- 
tion you answered correctly. 
Here's how you rate: 

85 to lOO 

You're an authority on adver- 
tisers in air media. You should 
go into your own business. If 
you are already, increase your 
air spending. 

70 to 80 

Pretty good. You should con- 
sider going into your own busi- 
ness or, at least, up your salary 

55 to 65 

Well, fair. Don't move into an- 
other job too quickly until you 
bone up on your subject. 

50 or less 

Be careful, somebody may soon 
replace you. You're dispensable. 

U.S. Steel's new 
campaign: sell 
canned soft 
drinks via air 

^ Next month U.S. Steel is adding CBS-TV's Morning 
iVeits, carried on 64 stations, to its existing tv schedule 

^ The time will be used for seasonal promotions; 
the first, this summer, is for soft drinks in cans 


rited States Steel Corp., already a 
significant spender in network tv. is 
going to enlarge its activity substan- 
tialK beginning June 4. The vehicle 
is CBS-T\ Morning News, carried on 
64 stations on the network; the promo- 
lion i- for soft drinks in cans. 

The -how runs between 8:4.5 and 
8:55 a.m. in the East and Midwest, and 
7: 15 and 7:55 a.m. on the West Coast. 
I .^. v . is buying the show for Wednes- 
day mornings: it carries two commer- 
cial minutes. The original bin was 
loi In weeks, though it will probablj 
go to 52 and possibl) beyond. 

The new campaign will be added on 
top of the compam- exi-ting promo- 
tions, notabl) the "Operations": Snow- 
flake, Spring Shower, etc., and to it- 
long-time (October L953) nighttime 
dramatic show, / . S. Steel /four. 

Commercials on the canned sofl 
drink theme will In- carried on the 
Morning Sews, a- well a- the Steel 
limn . ommercials on 2 J ul\ and 30 

July and parts of three other Hour 
commercials. The latter show is car- 
ried on 135 stations of the CBS TV 

Cost of this new promotion? SPON- 
SOR estimates it will be in the neigh- 
borhood of half a million dollars. The 
major part goes into tv. the balance 
for ads during the summer in 42 news- 
papers in 32 markets. 

As is the case with its other promo- 
tions, U.S.S. is looking for indirect 
sales for itself. It does not make soft 
drinks, neither does it make cans. 
What it does produce, though, is "tin- 
plate," steel plate with a light spray 
of tin on the surface. Some industry 
estimates rank tinplate as the third 
largest consumer of steel I behind auto- 
mobiles and construction l . 

The idea of selling soft drinks in 
■ an- i- not new. It's estimated that 
about 1% of soft drinks today are 
packaged in cans. This promotion will. 
I .S.S. hope-, push that figure to its 

first stage, 5%, in four to five years. 
This compares with a figure of about 
3.5' ; for packaged beer in cans. 

Canned soft drinks first became a 
commercial factor in the early 1950's. 
A sales trend was established showing 
progress during 1953. A pattern of 
decline set in the next year, continu- 
ing through 1955 and 1956. The trend 
started back up slightly in 1957. 

The intent of this promotion will be 
to generate public acceptance of 
canned soft drinks again. It will also 
be an educational campaign directed 
at grocers to stress handling econom- 
ics. Once these are realized, U.S.S. 
believes, distribution problems will be 
minimized. A third prong of the pro- 
motion will be to assist franchised bot- 
tlers to promote and merchandise their 
product at the local level. The com- 
pany will supply service material for 
tie-ins with the tv time. 

The tv consumer ads will employ 
both live and animated commercials. 
For the most part they will be situa- 
tions with women participants. The 
subject of soft drinks will be intro- 
duced providing a hinge on which ■ 
hang the benefits of soft drinks in 
cans: the) are lightweight, save space, 
require no deposits or returning "I 
empties, chill quickly, are unbreakable. 
i Please turn to page 75 i 

A product that 'double sells' on tv 

^ Until recently Welch's Tomato Juice had limited 
distribution, neither needed nor received much promotion 

^ With production increasing, the company sought deep- 
er market penetration. Answer: "personal" selling via tv 

I he best way to sell a product is 
face-to-face. Today, however, distribu- 
tion has become too widespread, life 
has become too complicated, selling 
too expensive, there are too many peo- 
ple to be sold, there are too many 
products to sell. 

"'You have to do selling on a mass 

The speaker is Richard K. Manoff, 
head of the New York advertising 
agency bearing his name. The philos- 
ophy is one which has taken Welch's 
Tomato Juice from a relatively non- 
important standing to a very respect- 
able market position in markets up and 
down the Eastern seaboard. 

The product has, in its day, present- 
ed several marketing problems. It is 
packed by the Welch Grape Juice Co., 
Inc., Westfield, N. Y. As the company 
name suggests, grape juice, not tomato 
juice, is the primary product. 

The company is owned by the Na- 
tional Grape Cooperative Association, 
a group of growers in four regions; 
Lake Erie, and the states of Michigan, 
Arkansas and Washington. While the 
main crop is grapes, these growers do 

Nuss is Welch's Grape Juice 
esident for sales and advertising 

produce some tomatoes, and it's these 
that make the annual pack of tomato 

The supply, however, is anything 
but limited. The pack lasts only as 
long as the growers' crop. The pack is 
not big enough to support national dis- 
tribution, but it is big enough to need 
advertising, and it has grown sufficient- 
ly to permit distribution along the en- 
tire East Coast. 

The first major advertising effort 
for the tomato juice began in Septem- 
ber, 1953 when the company bought a 
half-hour segment of Pleasure Play- 
house, a feature movie presentation on 
WBZ-TV, Boston. Now, almost five 
years later, the company is still using 
the same schedule. 

The buy in Boston came about this 
way: For years the Welch Grape 
Juice Co. marketed the tomato juice 
in the Eastern half of the country, 
within practical shipping and freight 
distance from the plant in Westfield, 
because of the tremendous additional 
costs involved in other transportation. 
Welch never advertised it or promoted 
it, for the reason that there never were 
enough tomatoes. 

Welch was a grape-growing com- 
pany and the grape growers grew some 
tomatoes. As part of the marketing ar- 
rangement the company bought the 
tomatoes. But the supply began to 
increase, and the market began to de- 
velop. So it decided, for the first 
time, about five years ago to go into 
New England and see what could be 
done with consistent advertising. 

The results were immediate. From 
what has been termed "a fairly nice 
business," sales tripled between 1953 
and this year. Selection of the Play- 
house was made carefully, the company 
reports. It picked the show for two 
reasons, first because it had, and still 
has, a high rating. 

More than that, it runs an hour- 

and-a-half, on Sunday. Welch has to 
sell twice — first to the grocery store 
buyer, then to the consumer. Picking 
a show on Sunday afternoon provides 
both of these audiences. Just like any 
other family man, chain or cooperative 
store buyers watch tv on Sunday. So it 
sells them at the same time it sells the 
housewives. It knows this because trade 
reaction began the following week. 

To shore up the tv advertising eman- 
ating from Boston, the company added 
radio spots throughout New England. 
Results were uniform; sales have 
tripled throughout the New England 
area since the radio spots were added. 

Again, there is a definite buying 
philosophy with the radio spots. They 
are bought as one-minute participa- 
tions for the entire year. They are 
always done live, by a station person- 
ality. Special shows about food and 
furnishings for the housewives are 
chosen whenever available. 

The primary radio buy is the Yan- 
kee Network, 30 stations in New Eng- 
land. The show used is the Yankee 
Home and Food Show, originating live 
from Boston. The host, Duncan Mac- 
Donald, does the commercials. The 
network is supplemented in larger 
cities with WICC, Bridgeport, WTIC, 
Hartford, and WAVZ and WELI in 
New Haven, all in Connecticut, and 
WJAR, Providence, R. I. 

This past year the company decided 

Richard K. Manoff, head of Welch's agency, 
sets product sales goal, matches it with tv 

SPONSOR • 24 MAY 1958 

we make a superior 

: with its better-known grape juice, is theme of Welch's car card 

to extend the effort into the metro- 
politan New York market. The pattern 
was the same as in Boston — a feature 
film buy on tv. It is Million Dollar 
Movie on WOR-TV, a feature-film 
presentation that runs a weekly movie 
16 times. Participating sponsors, such 
as Welch, get a minute on each of the 
16 showings, plus a billboard mention 
before each show. The show is said 
to have a cumulative audience for 
each movie (week) of over 50% of all 
the tv homes in the metropolitan area, 
with a high concentration of women in 
the audience. 

Besides the two tv stations in Boston 
and New York, and the radio in New 
England, Welch uses one other radio 
station — WCAU, Philadelphia, where 
it buys participations on the House- 
v ivea Protective League show. 

Exact budget figures for Welch's 
Tomato Juice are not released by the 
company. Indeed, it would be difficult 
to i-olate the precise spending for to- 
mato juice since the company builds a 
corporate-product image b) rotating 
product- in it- air media Inns. The 
total Welch advertising expenditure 
has been estimated to he in the neigh- 
In, rhoo d of $2 million. Of this, esti- 
mate- SPONSOR, perhaps l<>'< goes to 
tomato juice, \boul 909? of the to- 

mato juice ad budget goes into air 
media, the rest into other media, 
sponsor believes. 

Why the heavy concentration in air 
media? "We work on the premise that 
advertising is selling and that advertis- 
ing must be managed the way a sales 
manager manages his sales force," ex- 
plains Richard Manoff. 

"We say to clients: 'if it were pos- 
sible for you to devise some way to 
sell your merchandise face-to-face with 
consumers, we would advocate no ad- 
vertising expenditure at all, because 
the best way to sell is directly to your 

"But today," he continues, "you 
have to do selling on a mass basis. It 
is economically and practically impos- 
sible to send salesmen around the 
countr) on a personal selling opera- 
tion, so selling has to become auto- 
mated. Advertising, basically, is the 
automation of salesmanship." 

Manoff speaks with certainty about 
the method of achieving such automa- 
tion. "There's no question about it; 
television is the advertising medium 
that comes closest to being face-to-face 
selling," he says. 

"We can't see our customers, nor 
can we feel their presence," he adds. 
"But we have ways of feeling them be- 

cause we have ways of evaluating what 
they're like by the kind of program 
they're watching. So we wouldn't put 
a shaving cream commercial on Queen 
For A Day because we know there are 
almost no men in the audience. This 
audience evaluation is the heart of 
smart tv selection, and underlies the 
whole question of using tv properly." 
The concept of personal selling via 
tv is carried further. Manoff explains 
it this way. "We know, in a statistical 
way, what our typical customer is like, 
how frequently our typical home makes 
a purchase of our product. We also 
know that there is no longer any such 
thing as one-brand loyalty in tomato 
juice. A truly brand-loyal family buys 
at least two brands; one they swear by 
and any other one which happens to 
be on sale. 

"Knowing this, we are able to go on 
and establish a statistical market for 
ourselves, by learning the average 
number of tomato juice purchases in a 
\ear. The number of bottles we sell 
in a market, divided by the average 
family purchase, gives us the number 
of families that are now buying. 

"Through experience, and by know- 
ing the competition in the market, the 
degree of brand loyalty and the de- 
gree of resistance people will put up 
in brand-switching, we are able to get 
a very close idea of how much selling, 
that is, how many sales calls, it will 
take to make a Welch tomato juice 
customer," Manoff continues. 

"Let's assume, for instance," he 
savs, "that out of every 10 people we 
talk to, five will try the product. Out 
of this five, one will stay as a steady 
customer. We then know r that we can 
figure on one regular customer for 
every 10 calls. Now I'm not speaking 
of one-shots, or calling only once and 
then not reappearing. I mean calling 
regularly; making 52 calls a year. 
"If this one-for-10 ratio were the 
case, then, it becomes a simple matter 
to decide how much more business we 
would like to do in a market next year. 
For example, if it were 10%, we would 
translate that in terms of cases of mer- 
chandise. Then we break that down 
into customers, based on frequency of 

"Knowing the number of customers 
we need, we can use our prospect-to- 
sale percentage to determine precisely 
how many people we must talk to, or 
doorbells we must ring, or tv sets we 
must light up in order to achieve, at 
(Please turn to page 76) 

SPONSOR • 24 MAY 1958 



Set sales dip, but circulation is up 

^ Sale and production of radio sets for March is 554,000 
under last year. Set circulation is up 4.5 million over July 

^ New web clients for week ending 23 May include Glam- 
orine, GMC Trucks, Grove Labs. Out are Nylonet, Hearst 

I he slowing down in radio set sales 
is not affecting the growth in radio cir- 

According to figures on set sales and 
production for the month of March 
(see chart, on bottom of page) this 
year shows a 554,200 decrease from the 
same time last year. 

But, according to findings released 
by the joint RAB-Radio Network Re- 
search Committee, as of 1 January, 
1958, there were 139.5 million U.S. ra- 

dios in working condition. This is a 
4.5 million increase over 1 July, 1957 
(see chart) . 

Here's the RAB breakdown on where 
these sets are located: 93.0 million in 
homes; 36.5 million in autos, and 10.0 
million in public places. 

This radio set total shows that there 
are 81 c /t more radios in the U.S. today 
than in 1948, which is the year tv 

As for set sales, the total for the first 

three months in 1958 is 2.3 million, 
compared to 3.5 million set sales for 
the same time last year. 

sponsor's network client list shows 
these incoming and outgoing sponsors 
for the week ending 23 May: 

ABC: Clairol, GMC Trucks and 
Glamorine are among the new spon- 
sors. Clients out include Buitoni, 
Lewyt, Nylonet and Philco. 

CBS: Some incoming sponsors are 
Grove Labs, Glamorine, Staley and Tet- 
ley Tea. Out are Aero Mayflower, 
Hearst Publications, C. H. Masland and 
the O'Brien Corp. 

MBS: Little change her except for 
buys by General Foods and GMC 

NBC: New clients include Ameri- 
can Tobacco, Grove Labs, Scholl Mfg., 
and Dunlop Tire & Rubber. Out are 
B. T. Babbit, Libby McNeil & Libby, 
Commercial Investment Trust Co., Ny- 
lonet and Northwest Airlines. ^ 


Radio homes index 

Radio station index 

1958 1957 


End of April 


Stations CPs not 


New station" 
bids in hearing 



3239 1 82 
540 80 

End of April 

1 430 
1 46 






3024 1 133 
540 23 

1 303 
1 10 



Source: FCC n 


s. 'December each 

Radio set index 









10,000,000* 10,000,000 

139,500,000 135,000,000 


set sales 



Mar. 1958 

Mar. 1957 

3 Months 

3 Months 







Source: Blec 
sales, auto 


gures are factory 


ssn. (formerly RE 


TMA). Home flga 



Chart at right shows a four-network breakdown of radio 
sales, in terms of program time, for the current week 
compared with four weeks ago. Sales figures in busi- 
ness indicator are taken from the complete current list 
of network radio clients below as well as the previous 
list run in the last issue of Radio Basics. For purposes 
of comparability, 6-second and 8-second commercials 
are considered as 30 seconds of program time while 20- 
second and 30-second commercials are considered two 
minutes of program time. In the list below, covering 
week ending 2.S May. minute commercials sold as such 
are figured as five minutes of program time. Where 
major-minor clients on NBC share IV2 minutes of com- 
mercial time, only major client is credited.* 


Program Hours Sponsored 

Week ending: 
2 May 23 May 

2 May 23 May 

2 May 23 May 

2 May 23 May 

29.6 26.7 

36.6 35.5 

15.8 15.9 

■ I 

22.7 23.0 











AFL-CIO: institutional: Ed. P. Morgan. J. W. Vandercook; 100 ir 
American Cyanamid Co.: Ancronized chicken: Breakfast Club; 

Assemblies of God: religious; Revivaltime; 30 min. 

Bankers Life: White Cross Hospital Plan; Paul Harvey; 15 min. 

Breatrice Foods: Thomas D. Richardson Co.; Breakfast Club; 


Bristol-Myers: Bufferin; Breakfast Club; 15 min. 

Campana Sales: Ayds, Italian Balm; Breakfast Club; 5 min. 

Clairol: Breakfast Club: 10 min. 

Ex-Lax: Newscasts; 20 min. 

Food Specialties: Appian Way pizza pie mix; Breakfast Club; 5 min. 

General Mills: Cheerios; Weekend Newscasts; 60 min. 

Glamorene, Inc.: Wool. ru<; and upholstery cleaners: Breakfast Club; 

GMC Truck Div 


f Spo, 

vith Hoi 

rd Cosell; 25 

Gospel Broadcasting: Old Fashioned Revival Hour; 30 min. 
Billy Graham: religious; Hour of Decision; 30 min. 
Harrison Home Products: Addiators; Newscasts; 50 min. 
Highland Church of Christ: religious; Herald of Truth; 30 min. 
Kitchen Art Foods: Py-O-My Mixes; Breakfast Club; 10 min. 
Krechmer Corp.: wheat germ; Breakfast Club; 5 min. 
KVP Co.: freezer wrap, shelving paper: Breakfast Club; 5 min. 
Maglo Products: silicone ironing board covers; Breakfast Club; 5 

Midas Muffler: auto mufflers; Weekday Newscasts; 25 min. 

Miller Brewing: Ili^h Life; Newscasts; 45 min. 

Milner Products: Perma Starch, Pine-Sol; Breakfast Club; 10 min. 

National Brands, div. of Sterling Drug: Dr. Caldwell's; Sunshine 

Boys; 25 min. 

Niogara Manufacturing Corp.: Breakfast Club; 30 min. 

Oral Roberts' Broad- 

Plough: Musterole, St. Josephs Aspirin, etc.; Newscasts ; 15 min. 
Radio Bible Class: religious; Radio Bible Class; 60 min. 
R. J. Reynolds: Camel; Weekday Newscasts; 25 min.; Weekend 
Newcasts; 90 min. 

Scndura Company: floor covering; Breakfast Club; 5 min. 

Scholl Monf.: Zino Pads; Breakfast Club; 10 min. 

Van Nuys Savings and Loan Assn: Breakfast Club; 10 min. 

Voice of Prophecy: institutional; Voice of Prophecy; 30 min. 

World Vision, Inc.: religious; Dr. Bob Pierce; 30 min. 

Dr. Thomas Wyatt: institutional; Wings of Healing; 30 min. 


American Bird Products: Houseparty; 7% min. 
American Home Foods: Ma Perkins, Dr. Malone; 20 min. 
Armour: Arthur Godfrey; 15 min. 
Barbasol; Sports Time; 15 min. 

Beechnut-Life Savers: Helen Trent, Nora Drake, Dr. Malone, Couple 
Next Door; 50 min. 

Galen Drake, Am 

Andy, Suspense, 

Backstage Wife, Our (,al 

Best Foods: Gunsmoke, 
Johnny Dollar; 30 min. 
Bristol-Myers: Helen Trent, Ma Perkins, 
Sunday, Nora Drake, Dr. Malone; 32% min. 
Campana Sales: Robt. Q. Lewis; 5 min. 
Carnation Co.: Houseparty; 15 min. 
Chun King Sales: Arthur Godfrey; 15 min. 
Clairol: Galen Drake, 5 min. 

Colgate-Palmolive: Backstage Wife, 2nd Mrs. Burton, Our Gal Sun- 
day, Dr. Malone; 37% min. 
Comstock Foods: Robert Q. Lewis; 5 min. 
Cowles Magazines: Robert Q. Lewis; 5 min. 
Curtis Circulation Co.: Arthur Godfrey; 15 min. 
Ex-Lax: City Hospital, Galen Drake, Gunsmoke, Johnny Dollar, FBI, 
Sez Who, Amos 'n Andy; 55 min. 

(Please turn to page 46) 

sponsor • 21 \m L95i 






The official dedication of WRC's new studios took 
place on May 22nd. With its new facilities, 
Washington's first radio station will continue to be 
Washington's favorite radio station. .<^"*jH 

W J\ty * 980 Represented by NBC Spot Sales 
NBC Leadership Station in Washington, D. C. 


Ford Motor: Ford div.: World News Round-up. Arthur Godfrey, Ed- 
ward R. Marrow, Musical Variety; 280 min. 
Frito Co.: irthur Godfrey, 15 min. 

General Electric: Houseparty, Arthur Godfrey; 22% min. 
General Foods: Arthur Godfrey; 30 min. 

General Mills: Gunsmoke, Amos V Andy. Galen Drake, Sez Who; 
25 min. 

General Motors: Chevrolet; News, Farm News, Business News, Sat- 
urday Night Country Style; United Motors; Lowell Thomas, Sus- 
pense; 162% min. 
Gillette: Preakness; 30 min. 

Glamorene: Couple Next Door, Houseparty; 45 min. 
Grove Labs: No-Doz; FBI, Amos V Andy; 15 min. 
Hartz Mountain Products: Arthur Godfrey; 15 min. 
Hertz Systems: Business Xews, News; 60 min. 
Home Insurance Co.: Jack Benny; 30 min. 
Hudson Vitamin Products: Garden Gate; 5 min. 
Kendall Co.: Galen Drake, Robt. Q. Lewis, Amos V Andy; 15 min. 
Kitchens of Sara Lee: Arthur Godfrey; 15 min. 
Knouse Foods: Arthur Godfrey; 15 min. 
Lewis-Howe Co.: Robt. (J. Lewis; 5 min. 
Libby, McNeil & Libby: Arthur Godfrey; 15 min. 
Liggett & Myers Tobacco Co.: Gunsmoke: 10 min. 
Miles Labs.: Vews; 50 min. 

Dumas Milner Products: Robt. Q. Lewis, Nora Drake, Ma Perkins, 

Mr. Malone, Helen Trent; 45 min. 

Mogen David Wine Corp.: Arthur Godfrey; 15 min. 

Niagara Therapy Mfg. Corp.: Arthur Godfrey, Robert Q. Lewis; 20 

Nylonet Corp.: 2nd Mrs. Burton; 7% min. 

Philip Morris: Vews; 5 min. 

Pharma-Craft Corp.: Arthur Godfrey; 15 min. 

Plough, Inc.: Robt. Q. Lewis: 15 min. 

R. J. Reynolds Tobacco Co.: Sports Time; 15 min. 

Shulton, Inc.: Arthur Godfrey; 15 min. 

Singer Sewing Machine Co.: Arthur Godfrey; 15 min. 

A. E. Staley: Peter Lind Hayes & Mary Healey; 50 min. 

Standard Brands: Arthur Godfrey; 15 min. 

Sterling Drug: Gunsmoke; 5 min. 

:, Dr. Malone, 2nd Mrs. 

Wm. Wrigley, Jr.: Pat Buttram Show, Howard Miller Show; 150 min. 

ploring Tomorrow, Secrets of Scotland Yard; 25 min.; Gabriel 
Heatter; adjacencies; 8 20-sec. 

First Church of Christ, Scientist: religious; How Christian Science 
Heals; 30 min. 

General Electric: Kate Smith Shot 
General Foods Corp.: Calumet H; 

; 20 min. 

Ling Powder; Gabriel Heatter 

; Gabriel Heatter— 

Gospel Hour, Inc.: The Gospel Hour; 25 min. 
Billy Graham Evangelical Assn.: Billy Graham; 30 min. 
Grey Industries, Inc.: Silvaplate, Rub-on-Silver, Silvacrystals ; News- 
casts; 50 min. 

Hudson Vitamin Corp.: Vitamins; Gabriel Heatter, Answer Man; 
40 min. 

Lee County Land and Title Co.: Lehigh Acres; Gabriel Heatter — 
News; 10 min. 

Lever Brothers: Pepsodent, Dove; Frank Singiser — News; 5 min. 
Liggett & Myers Tobacco Co.: L & M; News— John Wingate, True 
Detective Mysteries, Squad Room, Exploring Tomorrow; 25 min. 
P. Lorillard: Newport; newscast adjacencies; 24 20-sec. 
Lutheran Laymen's League: religious; Lutheran Hour; 30 min. 
Dumas Milner Corp.: Pine-Sol, Perma Starch, Pine-Sol Room Deo- 

National L. P. Council: Steve McCormick—News, John Wingate— 
News, Ken French — News; 25 min. 


apeutic eqmpm 

; News 

Nylonet Corp.: Ice Cake; John Wingate — News; 15 min. 

Pharmaceuticals: Serutan and Kreml; Gabriel Heatter; 10 min. 

Quaker State Oil Refining Corp.: Game of the Day; 150 min.; Ken 

French — News; 25 min.; Sports Flashes with Frankie Frisch; 30 

Radio Bible Class: religious; Radio Bible Class; 30 min. 

Reader's Digest: 40 newscasts, True Detective Mysteries, Squad 

Room, Exploring Tomorrow; 235 min., 25 20-sec, 25 8-sec; Condensed 

Book; Kate Smith; 35 min. 

R. J. Reynolds: Winston; 15 20-sec. adjacencies. 

Rhodes Pharmacol Co.: Imdrin; Gabriel Heatter— News; 5 min. 

Sleep-Eze Co.: Sleep-Eze; N ews—W estbrook Van Voorhis, News— 

Lester Smith; 45 min., 10 20-sec. 

Tint 'n Set.: Henry Mustin—News, John Wingate— News; 30 min. 

Voice of Prophecy: religious; Voice of Prophecy; 30 min. 

Wings of Healing: religious; Wings of Healing; 60 min. 

Word of Life Fellowship: religious; Word of Life Hour; 30 min. 


America's Future: booklet; John T. Flynn — News; 5 min. 

Bristol-Myers Co.: Bufferin; News—Steve McCormick, News — Ken 

French, News Richard Rendell, News — Lyle Van, News — Lester 

Smith, News Join, Scott; 30 min., 13 20-sec. 

Christian Reformed Church: religious; Back To God; 30 min. 

Colgate-Palmolive: Instant Shave, After Shave, and other men's 

toiletries, Brisk toothpaste; Sportsreel with Bill Stern; 50 min. 

Coty Products: 10 20-sec. adjacencies, 15 8-sec. adjacencies. 

Down Bible Students Assn.: Frank X. Ernest; 15 min. 

Ex-Lax, Inc.: Ex-Lax; True Detective Mysteries, Squad Room, Ex- 


Allis-Chalmers: institutional ; Farm & Home Hour; 25 min. 
American Motors: Rambler; Monitor; 55 min. (m-m) 
American Tobacco: Lucky Strike; Monitor; Nightline; 50 min. 
Behlen Mfg. Co.: Prefabricated farm buildings; This Farming Bust 

Bell Telephone: Telephone Hour; 30 min. 
Billy Graham Evangelistic Assn.: Hour of Decision; 30 min. 
Bristol-Myers: Bufferin; Hourly News; 105 min. (m-m); Trushay 1 
Bandstand, True Confessions, One Mans Family, 5 Star Matine* 
Woman In My House, Pepper Young, Monitor; 20 min., 19 30-sec. 

SPONSOR • 24 MAY 195 

Urn. & Wmsn.: Kools, Viceroy; Hourly News; 110 
Calif. Packing Co.: Del Monte; Hourly News; 105 
Carting Brew: Red Cap Ale; Monitor; 75 min. 
Carter Products: Little Liver Pills; True Conft 

Woman In 
of The World, 5 Star Matinee, 

Various Shows; 12 30-sec. ; Breeze; Various 

My House, One Man's Family, Net 

Nightline; 50 min. 

Dow Chemical: chemical prod.; Red Foley Show; 25 min. 

Dunlop Tire & Rubber Co.: Monitor; 50 min. 

Evangelical Foundation: religion; Bible Study Hour; 30 min. 

Evinrude Motors: outboard motors; Monitor; 25 min. 

Ex-Lax: Ex-Lax; Bandstand, Pepper Young's Family, One Man's 

Family, People Are Funny, Great Gildersleeve, Life & The World, 

My True Story; 45 min., 5 30-sec, 2 6-sec. 

Foster-Milburn: Doan's pills; My True Story, One Mans Family; 

10 min. 

General Electric: various products; Bandstand; 10 min. 

General Foods: Calumet baking powder; Various Shows; 8 6-sec. 

General Mills: Cheerios; Monitor; 50 min. (mm) 

Gillette: Gillette prods., Paper-Mate, Toni prod.; Boxing; 25 min. 

Grove Labs: Fitch shampoo & hair prods.: Monitor: Nightline; 65 

min.; No Doz; News of the World; 10 min 

Heller Sperry; pearls; Bandstand; 5 min 

A & M Karagheusian: Gulistan carpets; Monitor; 50 min. 

Kiplinger Washington Agency: Changing Times magazine; 4 15-min. 


Lever Bros.: R 

Shows; 12 30-s< 
Liggett & Myers: L&M; Monitor; 25 min.. (m-m) 
Lutheran Laymen's League: religion; Lutheran Hour; 30 min. 
; Olin Mathieson: auto radiator drainout; Monitor; 25 min., (mm) 
Midas Muffler Shops: muffllers; Hourly News; 110 min., (m-m) 
Morton Salt: salt; Alex Dreier — News; 5 min. 
Mutual of Omaha: On the Line With Considine; 15 min. 
North American Van Lines: moving; Monitor; 15 min. 
Pobst Brew: Monitor; 50 min., (m-m) ; Various Shows: 10 30-sec. 
Plough, Inc.: St. Joseph aspirin, children's aspirin, Dr. Edward's 
olive tablets, Mexana; Monitor, 55 min., (m-m) ; My True Story, 30 

P&G: Gleem; Various Shows; 21 30-sec, 20 6-sec. 

Quaker Oats: Quaker Oats and Mother's Oats; Various Shows; 4 30- 
sec, 2 6-sec. 

Q-Tips, Inc.: Bandstand, True Confessions, Woman in My House, 
Mews of the World; 50 min. 

RCA: appliances, radios, tv sets, etc.; Monitor; 50 min., (m-m) 

Ralston Purina: feed division; Harkness — News; 25 min. 

R. J. Reynolds: Camel; News of the World; 25 min.; Prince Albert; 
Grand Ole Opry; 30 min. 

Ruberoid Co.: roofing & siding; Monitor; 50 min. 
Scholl Mfg. Co.: Zino Pads; Bandstand; 10 min. 
Sterling Silversmith Guild: silverware; Monitor; 20 min. 
'Sun Oil: oil; Three Star Extra; 75 min. 

Swift & Co.: Allsweet marg.; True Confessions, My True Story, 
Bandstand, Affairs of Dr. Gentry, 5 Star Matinee, Woman In My 
House; 45 min., 7 30-sec. 

United Insurance Co.: insurance; Monitor; 5 min. 

Voice of Prophecy: religion; Voice of Prophecy; 30 min. 

Westclox Div. of General Time; clocks, watches; Monitor; 20 min., 

24 may 1958 

Middle Georgia's 





Ml over Middle Georgia listeners know that, 
for more pure pleasure and information, 
lothing beats SWITCHBOARD. Tony Pavone, 
the master switcher, sits in for two hours 
;very night, (8:35-10:35 p.m.) Mondays 
listeners the 


The wide range of interviews on SWITCH- 
BOARD ranges from a hypothetical inter- 
view with Mr. Death in promotion of Death- 
less Weekend to a long chat with Ceorgia's 
top Lutheran preacher. Every night, Tony 
talks with the folks who made news that 

Listeners are finding that, for the very best, 
it's always SWITCHBOARD. And, the sales 
results are showing. Cet your line into the 
Switchboard now and find out how "live" 
radio can make more money for you in Mid- 
dle Ceorgia. 

1 0*000 WATTS 




As critics demand more mature programing, SPONSOR ASKS: 

How adult can television g 

T\ viewers accept adult sex situ- 
ations, reject the use of sex as 
substitute for lack of talent. So 
say three tv men in reply to 
SPONSOR'S question of the week. 

Howard M. Wilson, vice president i 
copj director, Kenyon & Eckhardt, In, 

Handled well 
and wisely sex 
does not offend 

I feel gratified to lie called upon for 
an answer because its publication 
should stamp me as an expert on the 
subject. After careful re-reading of 
Kinsey, Ellis (Havelock not Jim), and 
Max Lerner. and equally careful study 
of the opposite sex, I have this to say: 

Tv can and should get as adult as it 
wishes about sex. 

Before too many howls of protest 
arise from the puritanical and howls 
of glee from the prurient, let me point 
out that the words "adult" and "sex" 
must be clearly defined. 

Today, the word sex in mass media 
seems to be concerned with the display 
of the female mammalian glands. I 
have seen one of our most prominent 
l\ in.c.'s waste precious minutes of 
rehearsal time arguing with a screen 
star about covering her cleavage. 

I hese concerns are neither adult nor 
particularly sexy. They are the sym- 
bols of an immature society, the hall- 
marks of the juvenile delinquents of 
Bex. The) belong on the covers of 
paperbooks in drugstores — if they be- 
long anywhere. They provide censors 
with work, and actually prevent them 
from recognizing the truly adult kind 
of sex. For the sake of friends who 
may think I've grown old before u\\ 
time, a feu examples : 

Ingrid Bergman and Car) Granl 
kissing each other with delicious in- 

tensity while a series of doors opened 
in delicate supei imposition on their 
heads. I've described it miserably, 
but if you've ever seen it, you're still 
warm — if you're an adult. Remember, 
both people were fully clothed and not 
a dirty word was uttered. 

The look in her eyes, sometimes the 
curve of her lips, the twist of her well- 
clothed body, whenever any good 
Method actress talks of love with her 

Lauren Bacall kissing Humphrey 
Bogart and telling him to whistle when 
he wants her. 

Those are adult. They are sex. And 
the bluest-nosed censors can't take 
them awav from us. 

Roly Howe, production manager 
department, Erwin Wasey, Ruthrauff & R 
Inc., New York 

Not hoiv far 
can / go, but 
how far should 

Sex on television is treated in many 

We have its most popular form, the 
out-and-out appearance on big variety 
shows of people who are supposed to 
be able to make up in sex appeal what 
they lack in artistic talent. 

Next, we have the discussion pro- 
grams wherein some aspect of sex is 
treated by a group of experts or spe- 
cialists in the scientific or psychologi- 
cal side of the subject. 

Then there are dramatic programs 
which have as their theme some sexual 
problems which are developed in the 
stor) line. 

Lastly, there are the comedy shows 
where suggestiveness with sexual over- 
tones is frequently substituted for real 

To be grown-up or adult about sex, 
it would seem that one should be able 

to accept it as a natural human func- 
tion. Television depicts in one \\a\ or 
another human functions with varying 
degrees of realism and abstraction. 
Often the two are successfully com- 
bined. However, television too often 
points up sex in a way which would 
indicate that the responsible parties 
thought of it as the only human func- 

Perhaps the best guide for the indi- 
viduals who find themselves faced with 
the problem of presenting, discussing 
or treating "sex" on television would 
be to ask themselves "How far should 
I want to go with this subject?" Too 
often, it would appear that the ques- 
tion is "How much can I get away 
with?" The result is cleavage alone, 
rather than a combination of artistic 
integrity and physical attractiveness. 

Fritz Lamont, producer, radio-tv pro- 
graming dept.. Compton Advertising, Inc- 
New York 

l ery adult ij 
subject is 

The other night I happened to be 
watching the Jack Paar Show which 
has been titillating viewers in the late 
evening hours for quite a few months 
now and Mr. Paar had as one of hi- 
guests Mr. Stockton Helffrich, the Di- 
rector of NBC's Continuity Acceptance 
Department, which is, as almost every- 
one knows, just a fancy phrase foi 
network television censor. 

I am not quite sure why Mr. 
Helffrich was asked to come on Mr. 
Paar's Show except for the fact that he 
is a very interesting and intelligent 
man and, also, that there had been 
rumors in the entertainment industry 
that some of Mr. Paar's guests had 
become a little too "off color" for 
comfort. Mr. Helffrich explained that 

24 may 1958 

lout sex? 

there was nothing really to worry 
about and that the two or three inci- 
dents in question were no more than 
part of a pattern. This pattern seems 
to be that there are always people or 
groups who object to certain forms 
that television must take in presenting 
its entertainment and informational 
wares to the public. 

Television, since it is and should be 
the medium of immediacy in our enter- 
tainment world, must necessarily come 
to grips with more problems that deal 
with sex than theatrical motion pic- 

The very fact that television is 
dealing with situations in its dramatic 
programs and news and interview pro- 
grams that require a little more adult 
thinking about the problem of sex 
censorship is one that I think the net- 
works have handled very well. If a man 
has a mistress in a dramatic script 
people are no longer surprised to find 
that this relationship is very well de- 
fined. I suppose the basis for all the 
charges of "blandness" that have been 
laid at the agency doorstep are based 
upon the fact that television shows are 
seen by a great many more people in 
a great many more walks of life and 
at a greater variety of hours than the 
theatrical motion picture industry 
could fondly hope for. 

Mr. Helffrich said the following in a 
recent Variety article and I quote: 
"But what about the challenging new 
ideas, the ground-breaking art, the 
calculated risks taken not just to be 
different but in refusal to be the same? 
What about those grown up contribu- 
tions whose very honesty is their de- 
i fense against censorship? Well, as 
far as I'm concerned, I say that as 
long as the writer is honest and the 
situation is honest in its treatment of 
sex ),, u will find the American public 
being very adult and that the letters of 
protest will recede into the middle- 
distance. But then, as Mr. Paar has 
said "You're bound to get letters about 
all of the things you do and they're 
usually from the same people". ^ 

Plastics is only one of the new industries that rocketed Sanford, 
Maine to national acclaim as "the town that wouldn't die" when 
a major industry moved South a few years ago. Today Sanford 
industries play a major role in the southwestern Maine region whose 
nearly 700 plants employ over 44,000 workers. Their earnings 
represent more than a fifth of the $1,110,896,000 effective buying 
income' of the 13-county southern Maine-eastern New Hampshire 


Latest ARB Metro just in (April 1958) again proves continuing 
Channel 6 dominance: of 498 total quarter hours surveyed 64.9% 
first places to WCSH-TV. 34.3% to nearest competitor. Ask any 
WEED-Television man. (Preliminary: data SM Survey of Buying 
Power subject to final revision.) 



. . . that's how many times 
Owen Spann estimates that 
his alter ego, John Q. Pixie. 
has interrupted him as he 
introduces the finest in re 
corded music, gives weather, 
news and comments on any> 
thing and everything! 

This gremlin reads insult 
ing letters, swaps gag lines, 
and owes his existence to the 
high falsetto at which Owen 
can pitch his voice. 

For commercials that will 
be delivered in an attention- 
riveting manner, place your 
clients' sales messages on 
either "Spann-The-Morning- 
Man" or "Spannland" ... or 

Alabama's Oldest Station 
Alabama's Newest Program 



The NEW Voice of Alabama 

> d by 

C h r 

National and regional spot buys 
in work now or recently completed 



The Procter & Gamble Co., Cincinnati, is going into major markets 
for its Whirl Liquid Shortening. The campaign kicks off this month: 
minutes and chainhreaks are being used, with frequencies varying. 
Buyer: Paul Roth. Agency: Benton & Bowles. Inc.. New York. 
I Ai'enc) declined to comment.) 

The Procter & Camble Co., Cincinnati, is slotting announcements 
in major markets for its Ivory soap. Schedule starts this month, with 
minutes and chainhreaks being used. Frequency varies from mar- 
ket to market. Buyer: Ethel Weider. Agency: Compton Advertis- 
ing. Inc., New York. (Agency declined to comment.) 

The Armstrong Rubber Co., West Haven, Conn., is entering major 
markets to push its tires. The campaign starts this month, runs for 
15 weeks. Minute announcements during nighttiire segments are 
being scheduled; frequency depends upon the market. Buyer: 
Marion Jones. Agency: Lennen & Newell, Inc., New York. (Agency 
declined to comment.) 

Bristol-Myers Co., New York, is planning a big-budget campaign 
in about 100 markets to introduce its news aerosol-powered Ipana 
Touch-n-Brush. The schedule starts in June for 13 weeks. Min- 
utes and chainhreaks are being placed, frequencies varying from 
market to market. Buyer: Charles Willard. Agency: Doherty, Clif- 
ford, Steers & Shenfield, New York. (Agency declined to comment.) 


Carter Products, Inc., New York, is planning a campaign in major 
markets for its Arrid Deodorant Cream. The schedule starts 26 May 
for seven weeks. Minutes during daytime slots are being used; aver- 
age frequency: 10 per week per market. Buyer: Steve Suren. Agen- 

cy: Sulliv 

declined to ( 

Stauffer, Col well & Bayles, Inc.. New York. (Agency 







The police find 

body of 

— dead but very 

"alive" with intriguing 

clues to his murdere 

police decipher the cli 

come to grips with the killer 



Up goes Los Angeles into the number two spot! Steadily-rising retail sales have made metropolitan Los 
Angeles the new number two market in the nation, up from third position last year. In the knxt 9-county 
coverage area, retail sales have increased 621 million dollars in a single year. Television homes and 
effective buying income have shot up, too. . .making a combination which can send your sales zooming. 
Tell your story on knxt, Southern California's number one advertising medium, reaching nearly 60% 
of all California's people and wealth! Last year, this year— always— knxt tops all competition in 7-station 
Los Angeles, currently with a 29 % share of audience and a 2 1 % lead over the nearest competition. 

knxt market data (and % of California reached): population 8,000,300 (56.0); h 
sales $2,805,427,000 (56.5); drug store sales $379,078,000 (59.5); general merchandi 
Sources: Sales Management "Survey of Buying Power," May 10, 1958; L. A. Nielsen, 

CBS Owned 


lomes 2,478,318 (53.5); retail sales $11,567,162,000 (58.3); food store 
51,410,067,000 (61.9); effective buying income $16,971,399,000 (56.2). 
957 through March 1958; Television Magazine, March 1957-March 1958. 
2, Los Angeles -Represented by CBS Television Spot Sales 

u>ea>eaeW^^^^^-teI^"^ conwwuuds. 

Cascade Pictures of California, Inc., 1027 No. Seward St., Hollywood 38, Calif., HO 2-4 

Marketing tools, trends, 
research data and trade tips 


24 MAY 1958 

Copyright 1958 

Despite all the furor among the various Hollywood guilds for participation in 
post-1948 feature films, N. Y. banking sources predict the only way they'll be- 
come available to tv in large lots is via outright liquidation of the big studios. 

The bankers — with heavy stakes in Hollywood studios — appear convinced that the unions 
are most interested in keeping the post-1948 product off the tv market than in working out 
a deal. 

In the event of liquidations — and a couple of them are expected within the next two or 
three years — there'd be nothing to worry about from the clamoring unions. 

Take it from Dancer-Fitzgerald-Sample, there's nothing to the report that Fal- 
staff Beer is cancelling State Trooper. 

Said the agency to FILM-SCOPE this week: The brewer is merely suspending State 
Trooper in those markets where it's sponsoring the Game of the Week. 

Present plans call for State Trooper's renewal in all 66 Falstaff markets when re- 
newal time comes up in January. A glance at these Trooper's time clearances in the Falstaff 
markets will suggest a pretty good reason why : 

Time Period 

7:00- 7:30 p.m. 

7:30- 8:00 p.m. 

8:00- 8:30 p.m. 

8:30- 9:00 p.m. 

9:00- 9:30 p.m. 

9:30-10:00 p.m. 
10:00-10:30 p.m. 
10:30-11 :00 p.m. 

Number of Falstaff Markets 
_ 3 


Total 66 

Considering the fact they're being offered as a single package by Screen Gems, 
the 240 off-the-network Burns & Allen films will likely be used by many stations 
for daytime stripping. 

SG is reported to have paid McCadden $6 million for the collection. 

Standard Oil of California is in the market for a second syndicated series, but 
it hasn't yet found one it likes. 

Calso wants a first-run dramatic-documentary show for institutional advertising in 24 

markets to supplement Sea Hunt, which does a product job. 

CBS TV Film's You Are There was considered, but Calso rejected it because it's a re- 
run. BBDO is helping Calso conduct the search. 

You can look forward to film series stars getting even more involved with their 
sponsors' products. 

In addition to personal appearance tours, series stars are now making sales-training films 
and doing tie-ins with products. 

Examples: Adolphe Menjou, Target star, and Duncan Rinaldo, star of Cisco Kid. Both 
have made training films and sales pep talks for several sponsors. 

(For further film developments see SPONSOR-SCOPE, page 9 and WRAP-UP, page 62.) 

sponsor • 24 may 1958 

Key trends and developments 
in marketing and research 


24 MAY 1958 The tv .I.D.'s Bristol-Myers shares with General Foods are being meshed smooth- 

•ponsor publications imc. b' with one of the heaviest national promotions B-M ever turned loose behind one 

of its products. 

A three-week flight, now going on, is plugging the new one-ounce roll-on Ban deodorant. 
Network tv is also being used, as are consumer magazines, supplements and point-of-sale mo- 
tion displays for drug, variety, department stores and supermarkets. 

The new size, selling at 73(*. is added to the l^-ounce size, which retails for 98<?. The 
latter has been Ban's only size since it was introduced as the first roll-on deodorant about 
three years ago. 

One-ounce Ban meets two marketing problems head-on: (1) the consumer's 
reluctance to spend more than $1 (including tax) for a deodorant and (2) the 
flood of competitive roll-ons in the one-ounce size. Despite these problems, how- 
ever, B-M reports Ban leading all other deodorants in dollar sales. 

Timing of the promotion coincides with the usual spring-summer sales peak for deodor- 
ants. The Ban campaign gets under way in earnest at the end of this month. 

With the Ban promotion, Bristol-Myers is riding a rising market for deodor- 
ants. Retail sales this year may well hit $100 million, compared with an estimated $90 mil- 
lion in 1957, $77 million in 1956. In 1942, retail sales were less than $15 million. 

An important factor in the deodorant boom is their increasing use by men. 
It's estimated that about half of U. S. men use a deodorant. B-M is tapping this 
market with its new Trig. 

Though spring and summer see more consumption of deodorants than other times of the 
year, its spreading use has cut down the differential. 

Incidental note: Nearly all deodorants are also anti-perspirants these days. The only 
major brand that isn't is B-M's Mum. 

U. S. Steel's new tv and newspaper promotion for soft drinks in cans (see page 
40) presents some unique — not to say formidable — marketing challenges to can- 

• A major target are bottlers of Coca-Cola, Pepsi Cola and 7-Up, who account 
for more than 70% of the soft drink business and have handsome investments in 
bottling equipment. The Coca-Cola bottlers have recently spent considerable sums to tool 
up for handling three new bottle sizes. 

• While cans offer bottlers the theoretical opportunity of substituting one-man for two-man 
trucks ("Men on the trucks carry an awful lot of glass and carry it both ways," commented 
a can-making executive) , the Teamsters Union will be a tough bunch to deal with on this issue. 

• Multiple packs as a means of merchandising soft drinks in cans is out initially 
since bottlers will probably stress ways and means of getting consumers to sample 
drinks in cans. And that means selling one can at a time. 

• Can-makers don't expect much help from supermarket private brands since the supers 
historically leave missionary work to others and then cash in after demand is established. 

The problem of changing consumer habits is no minor one, either, but cur- 
rent demand for soft drinks in cans is considered "plus" business. It is, in other 
words, additional consumption by people who, for one reason or another, don't buy bottled 

SPONSOR • 24 MAY 1958 

TJisriGiTJiEnirx" -a.tx_.-a»3stt-a. 

Gaiety, grace, poise are characteristics of this charr 
southern city. Busy distribution point for America's s 
east. Cultural center of art, literature, education. 

Atlanta loves Bartell Family Radio ... its companionable 

music, neighborhood news with thoughtful editorial capsules, 
its sentimental reminiscences, exciting games for family fun. 
More than a decade of Bartell radio leadership has produced 
programing based upon local customs, tastes under local management. 

Uniquely Atlanta in quality and manner, WAKE radio bears the 
Bartell Family Radio stamp of scholarship, showmanship, salesmanship. 


Sold Nationally by Adam Young, Inc. for WOKY The KATZ Agency 

SPONSOR • 24 MAY 1958 

A pictorial review of local 
and national industry events 


Pooped pooch: Over 500 dogs entered contest run by WINS, N. Y., 
to find the New York's most pooped pooch — the dog who most needs a 
week's vacation in Miami. Canine winner gets to take two persons 
along on free trip, with a luxury suite, reserved box at the dog races 

Focus Pokus: Rob Hope, with KYW-TV's newly installed 
videotape recorder, makes sure that the cameras are perfectly 
adjusted for his antics. Videotape showing Hope in vaudeville 
routine was broadcast on the Arthur Murray Medal Ball program 

Max- Basket, Will Travel: To cele 
KABC, Los Angeles, "Country Amei 
were delivered to consumer newspaper 
(1. to r. ) Bebby Kay. Cinny Jack: 

;rsary of 
picnic baskets 
i press by show's 
Arnold Carr, Betsy Kay 

Winner again: D-F-S contest winner Walter Teitz, received 
$100 first prize from PGW a.e. William G. Walters (with 
PGW a.e. Hap Eaton looking on) in WDSM-AM and TV contest 

to calculate speed of first ship through Delutch Ship Canal 


,: -I. to r.) Karen LeMasters, Julie Wil- 
-"ii and I inda llm arc <-x<-i I<-<1 mn winning Wcstinghouse Broadcast- 
'"- - national singing contest. Trio talk- to Ca] Bollwinkle (r.) 
ol \\i)\\ Fori Wayne, which sponsored them, and d.j. Marv Hunter 

Certificate of Merit: Todd Storz of Storz Stationi 
b) Mayoi del esseps S. Morrison lor the City of New Orleans foi 
contribution of the former .Storz 1450 frequency to the fit > *- 
schools. Storz WTIX has moved to newly acquired 690 frequency 

24 may 195S 

News and Idea 


The American Chicle Co. has been 
ordered, by the FTC to stop im- 
plying, without proof, that its 4 Rol- 
aids' are endorsed generally by 
the medical profession. 

The complaint charges that the com- 
pany's tv commercials are decep- 
tive, and orders that future advertise- 
ments omit the "man in the white 

The controlling stock of Hazel Bishop 
was purchased this week by Matty 
Fox's C & C TV, Inc. 

Raymond Spector, president of Hazel 
Bishop, sold his shares to C&C, but will 
remain president and chief executive of 
the company under a five-year contract. 

Advertisers were urged this week, 
to put "news" into their advertise- 
ments. Maxwell Sackheim, head of 
his own agency and exponent of the 
hard sell technique, gave his views at a 
Premium Club luncheon. 

"Let's cut out the foolishness 
and put more sell in our advertis- 
ing," Sackheim said, "whether it's 
publication advertising or radio 
or tv advertising. Let's interest the 
public — not ourselves." 

With warm weather setting in, ad- 
vertisers are beginning to kick-off 
their summer campaigns. Here are 
some of the latest buys : 

• Mars, Inc., will continue using 
network tv during the summer months, 
with alternate sponsorship of Circus 
Boy and the Mickey Mouse Club. Both 
on ABC-TV. 

• Good Humor plans a heavy sum- 
mer push on radio and tv. The radio 
campaign features saturation spots on 
KABC, L. A.; KDAY, Santa Monica; 
KBIC, Avalon. Participations are 
planned via KABC-TV, L. A. 

• Sergeant's Dog Care Products, 
will participate in two network tv 
shows this summer — Jack Paar (NBC- 
TV) and American Bandstand (ABC- 

SPONSOR • 24 MAY 1958 

( For more on summer buys, see 

• M. K. Goetz Brewing Co., kicks 
off its summer campaign this week in 
60 spot markets, for Country Club 
Malt Liquor, via John W. Shaw, Chi- 
cago. Nighttime tv and daytime radio 
will be used. 

New promotion: Piel Bros, is hold- 
ing another consumer contest — this 
one, called the "Barrels of Money" 
sweepstakes, offers over $104,000 in 
prizes. A heavy schedule of radio, tv 
and print will be used to promote it. 

Personnel placements: W. A. 
Meddick, named president and gen- 
eral manager, The Elwell-Parker Elec- 
tric Co., Cleveland . . . Cory Clark, 
named advertising manager, Star-Kist 
Tuna . . . Robert Murphy, merchan- 
dising coordinator, food division, 

Heublin, Inc. . . . Sidney Gilmore, 

merchandising manager, evaporated 
milk division, Carnation Co. . . . John 
Cail, advertising coordinator, western 
division, Theo. Hamm Brewing Co. . . . 
Robert White, marketing manager, 
Barrett division, Allied Chemical Co. 
. . . Nicholas Marchak, Claude Alex- 
ander and Kenneth Michel, named 
v.p.'s of Sun Tube Corp., a subsidiary 
of American Can Co. 


Lennen & Newell was taking a 
look this week at the Newport Jazz 
Festival's for July broadcasts on 
CBS Radio with a view to recom- 
mending them for sponsorship to 
Lorillard for Newport cigarettes. 

The jazz concerts, incidentally, are 
impresarioed by a member of the 
Lorillard family. 

CBS Radio has set a price of $10,000 



9 4&\, 



o need to flirt with succes 
e great Golden Spread, 
t-propelled results with C 
>l 4-Sight. 

.ore than 100,000 TV se 
vastly healthy and we< 

Power: Visual 100 kw 




The merger of Kastor, Farrell, 
Chesley & Clifford, Inc., and Hil- 
ton & Riggio. Inc.. becomes effec- 
tive 1 June. 

The new agenc) . named Kastor, 
Hilton, Chesley & Clifford, Inc., 
project annual billings at approxi- 
mately $15 million. 

Principal officers are: Peter Hilton, 
president; H. Kastor Kahn, chair- 
man: Charles Clifford, vice chair- 
man: W. S. Chesley, Jr., chairman of 
the executive committee and treasurer. 

Other new agencies: Bernard 
Cooper Advertising begins opera- 
tions in N. Y. . . . Jack Dempsey 
Enterprises opens an ad and public 
relations firm in Chicago, in partner- 
ship with George F. Florey. 

Account appointments: DCS&S, 

for CIBA Pharmaceutical Products' 
nonprescription preparations . . . 
BBDO, Chicago, for Conn Organ 
Corp. . . . Ray Barron, Inc., for 
G. H. Bent Co. . . . L. H. Hartman, 
for Knickerbocker Mills Co. . . . 
Moore & Co., for Ipcor Plastics. 
Conn. . . . William Hart Adler, for 
domestic and consumer advertising for 

Shure Bros., Ill M. M. Fisher, for 

Colden Hamburger Drive-In Corp. . . . 
Ladd, Southward & Bentley, for 
Bliss & Laughlin. 111. . . . Daniel F. 
Sullivan, Boston, for Rockingham 
Park, Salem. \. H. Jockex Club . . . 
Fitzgerald Advertising, for Brown's 
Velvet Dairy Products, New Orleans. 

They were named v.p.'s: W. M. 
Starkey, at BBDO . . . Robert Bode 
and Robert M. Haig, at Kudner . . . 
Horace D. Nalle, v. p. and general 
manager in Philadelphia office, EWR- 
&R . . . Robert Dellinger, v. p. and 
manager of Dallas office. Grant . . . 
Robert Roy, v. p. and member of the 
executive board. Ross Ro\ Inc. 

Leo Burnett has named two new 
board members: Leonard Matthews, 

v.p. in charge of media, and Edward 
Theile, v.p. Henry Starr, marketing 
supervisor, was named a v.p. 

Other agency promotions: Edward 
Kogan, appointed director of t\ radio 
department, Joseph Katz Co. . . . 
James Reifsnyder, director of media 
department. Gray & Rogers, Phila. . . . 
Michael Danyla, creative writer on 
tv radio staff, Comstock & Co. . . . 
Kate Rubin, to the copy staff, C. L. 
Miller . . . Mirta Mulhare, creative 
director, Robert Otto & Co. . . . Lee 
King and Bernard Gross, to the 
board of directors, Edward H. Weiss 
. . . James Dodd, Edward Going, 
Donald Moone, to SSC&B . . . Ken- 
neth Bacon, account executhc. An- 
derson & Cairns . . . Milton Bram. 
director of merchandising and sales 
promotion, Kuttner & Kuttner . . . 
Calvin Holmes, copy chief, M. M. 
Fisher Associates . . . Charles Blake- 
more, to the creative staff, Mc-E, Chi- 
cago . . . August Tonne, production 
manager, Keyes, Madden & Jones. Chi- 
cago . . . Grover Allen, to the tv de- 
partment. Geoffrey Wade AdvertisM 





24 may 195J 


Bob Eastman has about completed 
the basic personnel alignment for 
the three offices his rep organiza- 
tion (Robert E Eastman & Co.) 
has opened. 

The setup as it now stands: 

NEW YORK: Eastman will function 
as manager of this office as well as 
company president. Jerry Danford 
and Lee Lahey have joined the sales 
staff. (A third salesman will be added ) 

SAN FRANCISCO: Dick Schutte, 
formerly with KCBS, will he westcoast 

CHICAGO: Dick Arbuckle, for- 
merly of NBC Spot Sales, will be mid- 
west manager. (He'll add a salesman.) 

Eastman will announce his list of 
charter stations in June. 

Irene Bolline is secretary-treasurer 

Bringing the mountain to Moham- 
med: The radio division of Bob Dore 
Associates has a new twist. If a buy- 
er can't visit the radio station, 
Dore's salesmen bring the station 
to the buyer. 

The reps call on buyers armed with 
tape recorders, station tapes, pictures 
of the city, group pictures of average 
listeners, and taped interviews with lo- 
cal advertisers who use the station, tell- 
ing the type of response they get. ' 

Rep appointments: Venard, Bin- 
toul & McConnell, for KAKE Wich 
ita Kansas . . . Blair TV, for KOVR- 
IV, Sacramento-Stockton . Art 

Moore and Associates of Seattle and 
Portland, for KHSL, KHSL-TV, Chico 
and KVCV, Redding ... McGavren- 
, Vumn Corp., f or KDAN, Eureka, Cal. 


NBC-TV is in the throes of repro- 
graming it8 daytime schedule. 
, Ur new 8 hovvs are slated to 
debut 30 June. 

Two of the programs— scheduled in 
p 2-3 p.m. time period, will be in 
color. Here's a rundown of the day- 
»me programs: 

2-2:30 p.m.— Lucky Partners, quiz. 

2:30-3 p.m.— Haggis Baggis, game 


3-3:30 p. m .— Today Is Ours, serial. 

3:30-4 p.m.— From These Roots, 


Queen for a Day continues in the 
4-4:45 p.m. time slot and Modern 
Romances follows. 

sponsor • 24 may 1958 ; 

..,« v ##^ 



m& m ^.%* 








In Detroit, the kids love Channel 9. There isn't a more 
loyal group of TV fans than those that watch CKLW- 
TV cartoons. The ratings show it . . . the response 
proves it! You'll be amazed at some of the sales suc- 
cess stories. Ask our representative or write direct. 

325,000 Watts 

Television Corp. 



producers of 



quality and service 

Production know-how 
and creative ability 
born out oi 
years of experience 
iti motion picture making 
i- your assurance of 
quality and service 
when working with 
our team. 

Wondsel Carlisle & 
Dunphy, Inc. 

1600 Broadway, IN.Y. 19 

Circle 7-1600 

Herbert V. Akerberg, CBS-TV Net- 
work v.p., affiliate relations, re- 
tires this week, as a result of ill 
health. This marks the end of nearly 
30 years service with the network. 

New tv network sales: 
On ABC-TV: Rough Riders, set in the 
Reconstruction days, debuts Thursday, 
1!! September, 9:30-10 p.m. P. Loril- 
lard, through Lennen & Newell, spon- 
sors . . . The Baseball Corner, a behind- 
the-scenes look at the sport, bows Sun- 
day, 1 June. 0-9:30 p.m. General 
Mills, through Knox Reeves, sponsors. 

Tv network renewals: 

• On ABC-TV: Zorro, by A.C. 
Spark Plugs and Seven Up . . . The 
Voice of Firestone, by Firestone Tire & 
Rubber . . . 

• ON NBC-TV: The Alcoa-Good- 
year Theatre, by the Aluminum Co. of 
America and Goodyear Rubber . . . 
Cavalcade of Sports, by Gillette Safety 
Razor Co. . . . The Perry Como Show, 
by Sunbeam. American Dairy, Kim- 
berly-Clark, RCA, Noxzema and a new 
order, the Chemstrand Corp. 

Network notes: R. J. Reynolds, for 

Salem cigarettes, will sponsor Anybody 
Can Play, debuting on ABC-TV 6 July, 
replacing Adventures of Scott Island 
. . . College All-Star Football Game will 
air over ABC-TV for the fourth con- 
secutive year on 15 August. Sponsors 
include Mennen and Liggett & 
Meyers . . . Adorn Hair Spray, will 
sponsor The Adorn Playhouse, a sum- 
mer replacement on CBS-TV. to air 
Tuesdays. 8:30-9 p.m. 

New affiliate: WCHS-TV, Charles- 
ton, W. Va., becomes an ABC-TV 
primary affiliate 1 July. 

Network promotions and cam- 

• To publicize ABC-TV's Do you 
Trust Your Wife?, and to tie-in its 
sponsor, ihe Food Fair Super Mar- 
kets, a specially equipped house- 
trailer staffed by interviewers will visit 
the sponsor's stores each week to inter- 
view married couples for the show's 

• NBC Radio begins an intensive 
campaign to stimulate summer sales 
of food and other items connected 
with eating outdoors. The theme: 
eating outdoors is convenient, easy and 


l 2 million 

are served by 


from the 

Highest Tower 
in the South 

(5th highest in the world) 

at Augusta, Ga. 

1 ,292 feet tall 

1 ,375 feet above 

average terrain 

1 ,677 feet above 

sea level covers . . . 

more of So. Carolina 
than any So. Carolina 
station, PLUS . . . 
more of Georgia than 
any station outside 
of Atlanta. 

maximum power . . . 
100,000 watts 
low band VHF 
NBC & ABC networks 



Represented by Hollingbery 

24 may 1958 

Strictly personnel: Sid Garfield, 

appointed director of press informa- 
tion, CBS, radio . . . Ted Cott, named 
v.p. in charge of o&o tv and radio oper- 
ations, NTA-TV . . . Charles Stein- 
berg, director of information services, 
CBS-TV . . . Richard Golden, direc- 
tor of sales presentations, CBS-TV . . . 


Television members of the NAB 
and manufacturers have been 
asked for an additional $75,000 
by the Television Allocations Study 
Organization, so it could complete its 
report by the end of this year. 

The request also includes mem- 
bers of the Association of Maxi- 
mum Service Telecasters, Inc. 

TASO explains that its program is 
now in an advanced stage and that the 
additional money is needed to per- 
mit completion of that study as 
well as compilation of data gath- 
, ered with the aid of some 230 engi- 
neers from 130 organizations. 

New president : Donald McGan- 

non, president of Westinghouse Broad- 
casting Co., succeeded John Daly as 
RTES president. 

RAB's new format for sales 
meetings, at work for the past month 
in its area sales clinics, includes 
these ideas : 

• An 'autopsy on success' treatment. 

• Attendance limited to stimulate 
group participation. 

• Presentations specifically geared 
to the market under discussion. 

Selling optimism: The Tennessee As- 
sociation of Broadcasters is espousing 
a campaign to eliminate recession 
mongering and to sell in a positive 

The theme "Tennessee Means 
Business", will be exploited by 54 
radio and tv stations. 

They were elected : 

The Association of Broadcasting 
Executives of Texas elected these 
officers for 1958-59: president, How- 
lard Fisher, radio/tv director, Rogers 
p Smith; v.p., WaUis Ivy, of Avery - 
Knodel; secretary, Frances Banister, 
Crook Advertising Agency; treasurer, 
Gene Cuny, of KRLD-TV, all Dallas. 

Other appointments : Patti Sea- 
right, program director, WTOP, 

TV-TULSA covers 45 counties where 

THERE ARE 340,423 

Within the "fabulous 45" are 31 Oklahoma 
counties where the retail sales equal half of 
Oklahoma's total — the half you can't reach 
without TV-TULSA. Counties in Kansas, 
Missouri and Arkansas are a bonus to this rich 
Oklahoma market. 

you get the fabulous 45. 'Jj 
ONLY [with 


5PONSOR • 24 MAY 1958 

Washington, elected 2nd v.p. "I the 
Women's \<1 Club of Washington, D. 
C. ... II. Needham Smith, sales 
manager, W TRF-T\ . \\ heeling, elec- 
ted Governor of the 5th district of 
\! \ . . . J. Paul Scurlock, of the 
Bell Telephone Co., eleeted president of 
the Pittsburgh Radio and TV Club. 


MCVs take-it-or-leave-it price in 
San Francisco lor the Paramount 
library is 82.5 million. 

MGM package went for $1.8 million 
in the same market. 

I? looks like De Soto might be in 
the market for a syndicated series. 
Plans however, haven't been complete- 
l\ firmed yet. 

AAP reports $4 million in sales 
for the first two months in the 
second quarter. 

To date the Warner feature library 
has been sold in 145 markets, and the 
cartoon library in 95. 

United Artists will enter the film 
syndication field this fall, when it 
plans to market several half-hour 
series nationally, regionally and 

This is disclosed this week in I .A. s 
first annual report to its stockholders. 
The company also reported an increase 
of tv feature sales to $4.7 million in 
1057 from $2 million in 1956. 

Re new series: Two new series 
went into syndication sales this 
week: CNP's Danger is My Business 
and CBS TV Films Silent Saber. 

Danger is My Business, available in 
both color and black-and-white, is a 
documentar\. dealing with perilous oc- 
cupations. It's been filmed on location 
all over the world. 

Silent Saber is added to CBS's long 
list of war dramas. This one's based on 
the American Revolution. 


• Best Foods (through Guild, Bas- 
rom & Bonfigli i ha- renewed Harbor 
Common,/ on WABC-TV, New York, 
loi \ucoa Margarine. 

• Liebmann Breweries' Rhein- 

gold Beer (through Foote, Cone St 
Belding) purchased MCA's State 
Trooper in New ^<nk tor Wednesday's 
10:30 p.m. lime B lol on WKCATV. 

(.in rent show in the time is Code •>■ 

• In three weeks on the market. 
Screen Gems' Son of Shock group of 
20 features has been sold in 15 mar- 

• The Canadian Broadcasting 
Co. this week bought Screen Gems' 
Casey Jones for its English-speaking 
network. CBC also purchased the 
Triple Crown package of 52 features 
for the CBC Winnipeg station. CBWT- 

NTA this week was awarded an in- 
junction which will keep United 
Artists from acquiring the remain- 
der of AAP stock, at least for a 

The injunction states thus: United 
I Artists is enjoined from procuring 
AAP stock, dissolving AAP, trans- 
ferring film to itself, and borrowing 
substantial sums of money with film 
as the security. 

Application for the injunction was 
made on the basis that NTA signed an 
fgreement with AAP majority stock- 
holders to procure the stock itself. 

Strictly personnel: MCA this week 
added five new sales executives: John 
R. Overall, to the New York syndica- 
tion sales staff; John Spires, to the 
European sales staff; Dan Dempsey, 
to the northwest syndication sales staff; 
Boyd Mull in-, to San Francisco; and 
Jack Robinson, who will be based in 
St. Louis. 

In other changes. Lynne Kraut- 
hamer, named station servicing direc- 
tor, and Charles Zagrans, mid- Atlan- 
tic NTA Pictures district manager, 

both at NTA . . . Irving Feld, elected 
sales vice-president, Guild Films . . . 
John F. Logue, to the Pittsburgh of- 
fice of Wilding Pictures, as account 

Two noteworthy resignations: Rob- 
ert Schmid, has left NTA, where he 
spent three months as stations relations 
v.p., to concentrate on his own station 
acquisitions . . . Chuck Wasserman 
has resigned from Transfilm, where he 
was staff motion picture director. 


John Cole, director of tv and radio 
for the Buchen Co., told Illinois 
News Broadcasters Association 
meeting how he appraises news- 

Here are some of his reasons on 
why newscasts make good bets for 

• News lends itself to producing 
identity and authority for spon- 

• If the sponsor buys enough news- 
casts at a certain time slot on the same 
station, the product will be identi- 
fied with the station's news presen- 

• These three things are important 
when buying news: good produc- 
tion, a personable newscaster, and 
a distinctive program format. 

Promoting contests: Frank Cork- 
ery, of Richard A. Foley Ad agency, 
Philadelphia, is top man in WVUE, 
Philadelphia's "Prize-Vues" contest. 
He correctly identified various vues of 








December 2, 1957 

Mr Jules Herbuveaux, Vice President 
National Broadcasting Company 
Merchandise Mart Pl aza 
Chicago, Illinois 

was based „ ZfZ^Z 1 2£™ C " '"'"' *"" ' hiS ""><=>= 
over the p„, ,w„ yZ a * ^ " M ° StM °" WMA « 

- ztt\trpC aZv:r^rrt s, - k m --< 

new accounts on a satisfactorv rat ^ been turned into 

Very truly yours, 

eleoision Dept. 

New York Office • 445 Park Avenue ■ PLaza 9-8000 
' Hollywood OfF.ce • Universal City, Cal. • STanley 7-1211 


Delaware Valley, and for it, wins a 
1958 Ford. 

• Anyone for a three-week tour 
of Europe? Ed Fisher, newscaster 
on WJW-TV, Cleveland, has organ- 
ized a European trip for his viewers. 
He will be offering this jaunt via Star 
Matinee, each weekday. 

WHCT, Hartford, will provide tv 
eoverage of the 1958 Insurance 
City Open. The CBS station will again 
draw from network facilities to pro- 
vide Hartford fans not able to attend 
the ICO tourney in person, a first hand 
account of the event. 

Eugene F. McDonald, Zenith Ra- 
dio Corp. president-founder and 
pay-tv^s most zealous proponent, 
died this week at the age of 68. He 

got into the electronics field at the be- 
ginning of the '20s. 

Kudos: The Institute for Education 
by TV and Radio of the Ohio State 
University presented awards to WBZ- 
TV, Boston, for Witness Against 
Himself (cultural category); WJZ- 
TV, Baltimore, for Adventures in 
Number and Space (children and 
youth category) ; WBNS-TV, Colum- 
bus, Ohio, for Imagineering (personal 
and social problems category) . . . 
Add kudos: KTBC-TV, Austin, re- 
ceived a certificate of honor from the 
University of Texas for educational 
broadcasting . . . WRC-TV, Wash- 
ington, D. C, won five awards from 
the American Association of Univer- 
sity Women for its programing. 

Strictly personnel: Claude Wheel- 
er, named general sales manager, 

WCHS-TV, Charleston, W. Va 

Joseph Evans, Jr., general sales man- 
ager, WVUE-TV, Philadelphia . . . 
Tony Kraemer, sales development di- 
rector, Crosley Broadcasting Corp. . . . 
Syd Kavaleer, general sales manager, 
WNTA-TV, N. Y. . . . Gene Blanpied, 
to the sales staff, KOOL-TV, Phoenix 
. . . Ralph Rowland, to the announc- 
ing staff, KOA-TV, Denver ... Ray 
Smucker, sales manager, KVAR-TV, 
Phoenix . . . R. J. Butterfield, named 
v.p. in charge of sales, KMSP-TV, Min- 
neapolis-St. Paul . . . Fred Segal, ad- 
vertising director, WNTA-TV, N. Y. 
. . . Marvin Mews, staff director, 
WXIX, Milwaukee. 

24 may 1958 


How the Minit Car Wash in Wheel- 
ing, W. Va., came to increase its 
schedule on WHLL: 

Without the knowledge of any of the 
radio stations in the area, this spon- 
sor checked the radio dials of 
5,353 cars as they came in for a 
washmg. Over a three weeks period, 
thev found that 72% of the settings 
were at WHLL. 

Contests, promotions and stunts: 

• The Flint Broadcasters Asso- 
ciation is sending the winner of their 
National Radio Month contest to a 
cottage on Lake Huron for two weeks 
with everything furnished for the 

• WINS, N. Y. is looking for the 
city's 'cabbie of the week' and is ask- 
ing listeners to send in their nomina- 

• WGAR, Cleveland, celebrated 
Mothers Day by having the wives of 
staff personalities take over their 

Station members of the A-BUY 




KMSO-Ch. 13 

Tremendous coverage 
Terriffic results 



group in California elected these 
new officers: 

Chairman, Robert Dumm, of 
KROY, Sacramento; vice chairman, 
Robert Harman, commercial man- 
ager, XEAK, L. A.; director, Herbert 
Wixson, general manager, KGEE. 
Bakersfield; treasurer, Knox La Rue, 
president, KSTN, Stockton. 
Also elected: W. Frank Harden, 
managing director, WIS, Columbia. 
S. C, elected v. p., Columbia Sales 
Executive Club. 

Station transfer: KGKO, Dallas, 

was purchased by the Balaban stations 
this week, subject to FCC approval. 

Awards: KITE, San Antonio, top 

honor for news coverage by Sigma 
Delta Chi, national journalistic frater- 
nity . . . W-GTO, Cypress Gardens, 
a certificate of merit for fostering the 
promotion and sale of Florida products 
. . . WHBC, Canton, Ohio's series. 
// Happened Yesterday, selected as the 
best institutional radio show, at the 
convention of the Public Utilities Ad- 
vertising Association . . . WADS, An- 
sonia, received first award for its 
Valley Health Story series, from The 
Institute for Education by Radio and 
TV of Ohio State University. 


Here are LNA-BAR's estimated ex- 
penditures for the top 25 network 
accounts for the initial quarter of 
1958, as released by TvB: 



General Motors 


General Foods 

Lever Brothers 



American Home 


R. J. Reynolds 



American Tobacco 

Liggett & Myers 


Sterling Drug 

P. Lorillard 

General Mills 


National Dairy 

Brown & Williamson 




• Live-look quality 

• Immediate playback- 
no processing 

• Practical editing 

• Record from studio or 
remote camera 

• Tapes eraseable, reuseable 

• Lowest overall cost 

24 may 1958 

up! OP! UP! 

14 out of 15 322 FIRSTS 

ROCHESTER out of 455 


In Rochester, N. V. 


Eastman Kodak 


Philip Morris 


General Electric 


Here are LNA-BAR's estimated ex- 
penditures for the top 25 network 
brand advertisers for January- 
March 1958 as released by TvB: 



1. Tide 

$2,325,404 | 

2. Ford 

2,152,418 1 

3. Anacin 


4. Bufferin 


5. Winston 

1,820.088 1 

6. Chevrolet 


7. Plymouth 

1,667,917 | , 

8. Dodge 

1.649.153 J 

9. Viceroy 


10. L & M 

1.205.213 ' 

11. Colgate Toothpaste 

1,157,837 1 

12. Wisk 

1,112,979 » 

13. Gleem Toothpaste 


14. Kent 


15. Fab 


16. Prudential 


17. Chesterfield 


18. Cheer 


19. Camel 


20. Pall Mall 


21. Geritol 


22. Hit Parade 


23. Eastman Kodak 


24. Mercury 


25. Bell Telephone 



Stock market quotation* 

: Follow- 

ing stocks in air media ar 

ld related 

fields are listed each i 

ssue w 

ith quota- 

tions for Tuesday this 

week and Tues- 

day one week ago. 

Quotations sup- 

plied by Merrill Lynch, Pierce, Fenner 

and Smith. 



Stock May 13 

May 20 Change 

New York Stock 


AB-PT 17' s 


AT&T 175% 



Avco 6% 

<r ; , 

CBS "A" 29% 



Columbia Pic. 15% 



Loew's 16 


t- % 

Paramount 36% 



RCA 33% 


Storer 24% 


20th-Fox 27 



Warner Bros. 18% 


+- w 

Westinghouse 58% 



American Stock 


Ulied Vrtists 3% 


i '■-• 

Usoc, \.i Prod. 9% 


C&C Super :; i 


1 % 

DumontLabs 3% 


\ '<s 

GuildFlms 3% 


+ w 

\T\ 8% 




mai L958 





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"Sponsor's FALL FACTS BASICS is a handy reference source on the 
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"If one wants information in a hurry, BASICS contains most 
information buyers need and use. I think it a tremendous job." 

Lee Rich V. P. — Associate Media Director, Benton & Bowles 

"Sections 3 and 7 are particularly important to me and for the people 
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information for media plans, when trying to project ideas to clients." 

Harold Sieber Media Supervisor, Kenyon & Eckhardt 

"You can't fool people like Ruth Jones, Jayne Shannon and 

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FALL FACTS has it — and we wouldn't be without it." 

Jim LUCe Associate Media Director, J. Walter Thompson 

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Survey of Buying Power -May 1957 

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RADIO STATION OF %\m JJflwavk £cws 

A copy of this revealing report will 

be mailed to any advertiser or agency. 

SPONSOR • 24 MAY 195^ 


What's happening in U. S. Government 
that affects sponsors, agencies, stations 



24 MAY 1958 This was the week when the House Legislative Oversight subcommittee was 

cwyriiht tan scheduled to get back into the headlines. 


Testimony about illegal approaches to FCC commissioners in contested tv cases, plus 
other revelations, were counted upon by subcommittee chairman Oren Harris to turn the 

Meanwhile Harris and Rep. John Moss (D., Calif.) agreed that Congress should pass 
legislation taking the profits out of selling stations. 

They had heard testimony that you don't even have to have a station to sell to make your 
fortune: you need only file for a channel and you get bought out by the other applicant. 

Other highlights of the probing included: 

• Testimony from Library of Congress expert James P. Radigan to the effect that the FCC 
is less than consistent in contested tv cases. 

• A statement by a subcommittee staff member, Robert McMahon, that contestants fre- 
quently thumb their noses at the FCC and decide among themselves who is to get a contested 

Radigan cited one case that caused some eye-brow lifting. In commenting on the criteria 
used by the FCC in deciding channel designations, Radigan told about McClatchy being dis- 
qualified in California because of newspaper interests, while in Boston the Herald-Traveler 
won out over other qualified bidders. 

The FCC's Barrow Report hearings went into the spot sales situation. 

Network affiliates represented by CBS and NBC spot sales testified that there is nothing 
wrong with such representation. 

The Station Representatives Association testified that there was a great deal wrong with it. 

Jay Wright, KSL, Salt Lake City, and Glenn Marshall, Jr., WMBR, Jacksonville, spoke 
up for light affiliates represented by CBS Spot Sales. Nathan Lord testified for his own 
WAVE, Louisville, but NBC spot sales also represents six other TV stations. 

The Barrow Report recommendation that networks be barred from such representation 
would deprive the stations of the best reps available, the affiliates argued. They agreed that the 
networks represent so few stations there can be no monopoly question. 

Lloyd Griffin, who led off for the station reps, denied any anti-network bias, but said 
"national spot and network are, by their very nature, highly competitive." 

Frank Headley, of H-R, called for the "restoration of full and free competition" by 
prohibiting the networks from representing stations in spot. 

Eugene Katz, of the Katz agency, outlined a "stations reserved time" plan as a sub- 
stitute for option time, which would have the effect of opening up more time on affiliated 
stations for the sale by these stations. 

The deadline for filing with the FCC on the proposal by the daytimers for ex- 
tended operating hours has come and gone. 

Although many big industry names filed, and hundreds of small stations contributed 
their opinions, nothing new was said at all. 

The daytimers spoke of changed listening habits. They said people now prefer local sta- 
tions. It was also argued that only the local station can give warnings of natural dis- 
asters, and school closings. 

NBC, Westinghouse, General Electric, DuMont, a few clear channel stations, and dozens 
of regional stations argued that daytimers would interfere with themselves. 

'ONSOR • 24 MAY 1958 

A round-up of trade talks, 
trends and tips for admen 


24 MAY 1958 Shades of a practice that was quite common in the early days of network radio: 

sponsor publications inc. In submitting a list of recommended shows to a tobacco client, an agency this week in- 

cluded one that didn't even exist — all it mentioned was a Hollywood name. 

Hubbell Robinson, Jr., CBS TV programing executive v.p., says there's nothing to 
the report he may join General Motors as tv supervisor. 

He has, however, been helping GM find somebody. 

In some markets, spot advertisers who buy at national rates are finding it not too 
hard to even the score with competitors who wrangle the local rate. 

If they squawk loud enough, the station mollifies them with free announcements. 

Just to show how industriously Marion Harper got himself back into the West- 
inghouse account: He personally, along with executive v.p. Robert Healy, made the pitch 
to Pittsburgh on the $ll-million Desilu series. 

Credit for the original groundwork on the deal goes to Terry Clyne. 

The Madison Avenue contingent of job-seekers has been swelled lately by agen- 
cy people out of Detroit. 

Says one Detroiter: "The agencies out there are confident of a sharp pickup in the fall, 
but a lot of us are looking elsewhere just the same." 

Here's how a topflight agency got into a client's doghouse this week: 
It failed to tell him about the availability of a niche on a network series which had 
clobbered his own show off the air this season. 

The miffed client felt that the agency should have apprised him of the opening 

before rushing another one of its accounts into the bidding. 

A major agency is set to resign a toiletries account because: 

The commissions aren't worth the strain of trying to please the client (whose 

reputation for eccentricity and toughness is no secret to the trade). 

Another of his agencies has found him relatively easy to take. Its formula is to 

keep him at arm's length socially and never press for approbation. 

The retirement this week of Herb Akerberg at CBS removed the last of the sta- 
tion relations pioneers from the business. 

It also recalled one of CBS' grand tactical moves of the 1930s: the breaking down 
of NBC's nearly exclusive alignment of powerhouse affiliates. 

Some of the weaning away of the 50,000-watters came about by the buying-in route; 
others by paying stations like WJR, Detroit, and KMBC, Kansas City, their full national 

The other historic tactic: Snatching away NBC's big names — like Jack Benny, Edgar 
Bergen, and Amos 'n' Andy via the capital gains route. 

72 sponsor • 24 mat 1!8 

Ye Cods, these men work for us! 

And that word work just isn't strong enough! Five years 
ago we were naive enough to think two men might be 
enough to bring in the news-two men plus the usual photog- 
raphers and correspondents living within a 75 mile radius. 

But last year we added a third man-and now a fourth. 

Today we know we've only made a beginning in our 
development of the kind of television news the folks in 
the Land of Milk and Money expect and deserve. 

NOW 400,000 TV HOMES 
1,350,000 POPULATION 
42% RURAL— 58% URBAN 
1,750,000,000 RETAIL SALES 

Haydn R. Evans, Gen. Mgr. 
Rep. Weed Television 


24 may 1958 

Maybe there's only a fine line of distinction, 
but it's a point to consider when you plan a 
sales campaign. Mass selling demands reaching 
as many people as possible. But, do all who 
listen . . . hear? 

If you want your sales message heard, 
understood and acted upon . . . your best buy is 
KOA-RADIO! Millions of people throughout the 
rich Western Market set their radio dial at 850 
to hear their favorite NBC and regional per- 
sonalities. KOA's brand of daily programming 
skillfully integrates these highly-rated personali- 
ties with programs that inform, entertain, serve 
. . . and sell! 

Let KOA-RADIO prove to you that hearing 
outsells listening! 

Represented nationally by 


{Cont'd from page 39) 

attracted considerable interest of late, 
the d.j.'s sounded off with a variety 
of observations and suggestions. 

Perhaps in some measure their 
replies reflect the policies of their sta- 
tions inasmuch as some regard mer- 
chandising as a much less important 
arm of air advertising than do others. 

"Our money," said one d.j.. ''is 
spent for a better purpose — promoting 
the entire station." A few others sub- 
scribed to this school of thought, feel- 
ing that the building of a station audi- 
ence plus good programing and well- 
delivered commercials was sufficient 
sales stimulus. 

But the vast majority (about 70^ ) 
of the responding jockeys favored in- 
store promotion as the realistic tie-in 
to radio commercials. This was in 
reply to a dual question put to them by 
SPONSOR: "In your community, how 
can you give more help to advertisers 
through merchandising?" And "What 
merchandising methods have you found 
to be particularly successful?" 

Here are some of the methods sug- 
gested in use by the stations and joc- 
keys: (1) Personal appearances by 
d.j.'s in stores and supermarkets; (2) 
In-store interviews; (3) Special tie-in 
displays set up in drug chains or 
supermarkets linked to the radio per- 
sonality but not necessarily demand- 
ing his presence; (4) Merchandising 
sampling or giveaways at point-of-sale. 

Talking to regional meetings of the 
client company was regarded by many 
d.j.'s as an effective way to whet the 
enthusiasm of dealers and salesmen for 
the radio show with which their com- 
pany is identified. Many d.j.'s feel that 
the morale of a sales staff or dealers 
group can be improved by getting to 
know the local stars who are givin 
them "air support." 

A number of d.j.'s felt that ad\er- 
tisirm clients could profit by working 
out product tie-ins with their local sta- 
tion's promotions and contests, through 
car cards or pick-up slips on sttfflS 
counters that link their product B 
their local radio stars. Another effec- 
tive means of promotion is product 
giveaways on remote shows. 

About 30% of the d.j.'s felt there 
might be a case for more tie-ins of 
products to community affair-. Main. 
however, regard this in poor taste, or 
as one disc jockey replied to the 
question — "Hell, no!" W 

24 may 1958 


i Cont'd from page 40) 

"The introduction of soft drinks in 
cans was. unfortunately, a little pre- 
mature." says Robert C. Myers, direc- 
tor of market development, U. S. Steel 
Corp.. explaining the high initial rate 
uf acceptance, and the subsequent fall- 
off in sales. 

"The high rate of sales in 1953, 
when they were first introduced on a 
major basis, seems to indicate a strong 
market potential for canned soft 
drinks," Myers points out. "It shows 
that many buyers are willing to pay 
a small premium for the convenience 
of modern packaging — in cans." 

In retrospect, industry officials re- 
call several problems attending the 
first major canned soft drink pro- 
motion in 1953. In some cases cans 
were imperfectly designed in type of 
linings, coatings and weights of steel. 
These had a deleterious effect on the 
quality of the beverages. 

There were other problems. Some 
packers, anxious to capitilize on the 
: introductory interest, put inferior soda 
into cans. Consumer disappointment 
in these rubbed off on cans generally. 
And, added to the quality difficulties 
were widespread distribution holes. 
i This, too, caused consumer antagonism 
when the advertised products were not 
available in many stores. "All of these 
1 problems are now in perspective," 
Myers reports. "Research has been 
going on continuously, and the quality 
of both the soft drinks and the cans 
are now superior. Our current promo- 
tion is being carried on in 32 markets 
— those areas where canned drinks 
enjoy maximum supermarket distri- 

The real penetration of canned soft 
drinks will not occur, obviously, until 
the two leading packers in the field — 
Coca-Cola and Pepsi Cola — begin pack- 
ing in cans for the domestic market. 
Both currently pack in cans for Alaska 
and the Armed Forces overseas, and 
both have limited tests in industrial 
locations. But neither has begun regu- 
lar commercial distribution, probably 
due to a heavy investment in bottles, 
a* well as resistance from local fran- 
) chised bottlers. 

This promotion is scheduled for 
summer only. Come fall, U.S.S. will 
turn its News time over to its fall pro- 
motion, Operation Snowflake. ^ 

sponsor • 24 may 1958 




The regional station with the 
regional personality 

radiating effectively from the 
Raleigh-Durham area 

with a 





Keeping pace with the latest production procedures is one 
of the reasons why WRAL-TV has been 


in every ARB survey of the Raleigh-Durham area (largest 
share of audience, sign-on to sign-off). 

Yes -a MOBILE UNIT, too 

with four versatile GE cameras for top quality remote tele- 
casts, plus spacious new studios and new equipment that 
insures good handling of programs and commercials. 





serving the area from 

Greensboro to the coast, 

from Virginia to the South 

Carolina line, a total of more 

than 2 million population 




FIRST w, the nation in, hare oj audienc* 
FIRST in 407 of 4(,9 rated quarter-houn 
FIRST with 15 of the 1,,,, ir, thorn 
FIRST icith .> <if the Iii/i 5 syndicated shous 
J ARB. December 1957 



K 11%/5TAJ!pN\ 16% 7 


1 6:00 TO 9:00AM,M0NDAY THRU FRIDAY! f 

•(M, fAeetwi, 



i Cont'd from page 42) 

the end of the \ear. our sales objective. 
This is exactly the sort of planning 
done In a sales manager before he 
sends salesmen out into the field." 
Manoff points out. 

Manoff holds firmly to this concept 
nt |\ a> an electronic salesman, and 
l>elie\es sales plans should recognize 
this. "You wouldn't try to sell dia- 
monds on a busy street corner, just 
because lots of people pass by," he 
says. "Selling on tv is the same; you 
plan on the basis of sales objective." 

Welch's Tomato Juice is the oldest 
brand of tomato juice in this country. 
Bui pioneering the product did not 
pave the way for primary acceptance. 
Quite the opposite. 

Welch produced tomato juice for the 
first time at the behest of the Govern- 
ment, for the Armed Forces in World 
War I. "The company had a literal- 
minded management in those days." 
Manoff said recently, "and when the 
government said make a tomato juice, 
the company took the request literally. 
It spared neither time nor expense to 
perfect a system of extracting the 
juice, and nothing but the juice, from 
the tomato. 

"If you've ever seen the juice of a 
tomato, you know it's an accident. 
It's colorless, much like apple juice. 
\\ hen it was canned, after the war. and 
offered for sale, it was not what you 
might call a resounding success. 

"Meanwhile, other canners not pre- 
occupied with existing processes and 
stocks on hand, began experimenting. 

and found that if the tomato pulp were 
pulverized and mixed with the color- 
less syrup that was the 'juice,' the 
product became both exciting and sala- 
ble. It took several years before Welch 
became competitive. 

"As it happens." Manoff notes, 
"we are now in a valuable competitive 
position, again by accident. AH our 
tomatoes are grown in an area near 
Lake Erie; the soil and climatic condi- 
tions are such that our tomatoes are 
sweeter, have a meatier pulp and a 
thicker juice than tomatoes grown al- 
most anywhere else. The combination 
gives us a thick, sweet, rich-bodied 
juice that's unexcelled." 

The combination today, of a good 
product with effective tv and radio ad- 
vertising, is showing steady sales gains 
for Welch's Tomato Juice. Market 
penetration, first in Boston, then New- 
England, and now metropolitan New 
York, is increasing. As production 
continues to increase, it's likely distri- 
bution will expand also. 

The advertising technique used for 
penetration in existing markets, as well 
as expansion into any new ones, won't 
change. "After all," Manoff notes, 
"advertising is the automation of sell- 
ing, so it has to work the same way as 
selling. You have to decide how much 
of the market you want, then go make 
your sales calls. 

'"And. of course," he adds, "the me- 
dium that comes closest to face-to-face 
selling is tv. I am speaking with par- 
ticular reference to packaged grocery 
products. All media have a place of 
real importance but tv is first in our 
hearts — and minds." ^ 





24 may 195 

What's news in Cleveland? 

The Sohio Reporter with award-winning Warren 
Guthrie is news. Continuously on WJW-TV since 1950, 
it is the most important news show in Ohio. Aside from 
all the news-wire and photo services, this one is high- 
lighted by storyboards and animations — animations 
that add creative movement to the big story of the day. 

City Camera, the latest addition and most chal- 
lenging approach to newscasting, is news. Full-time 
news camermen, using fully equipped station wagons, 
are on the go getting the Cleveland news for rapid-fire 
screening by two on-the-air veterans. "Camera" is 
followed by Cleveland's only network newscast — 
Doug Edwards with the CBS world and national picture. 

"Famous on the local scene 


Represented nationally by The Katz Agency, Inc. 



Atlanta Wilmington- Philadelphia Toledo 

The latest 19-county Telepulse 
and ARB Reports claim 

that nearly everybody in 
Eastern North Carolina is 
at home watching Channel 9. 
But if you want to talk to 

these Tar Heels, 
Hollingbery can arrange it. 


Tv and radio 

Raymond W. Welpott will join NBC's 
Owned Stations and Spot Sales Div. in June 
in a general executive capacity under P. A. 
Sugg. Formerly v. p. of WKY Television 
System, Inc. and manager of WKY and 
WKY-TV, Oklahoma City, Welpott brings 
to his new position more than 20 years of 
broadcasting experience. He joined Gen- 
eral Electric in 1938, and after serving as 
broadcasting accountant for several GE stations was named asst. to 
the station manager for radio/tv in 1946, then asst. manager of 
WGY and WRGB. Schenectady, N. Y. He became manager of \\ RGB 
in 1955 when the two operations were separated. Welpott joined 
WKY in 1957. He served on the NAB Film Committee in 1954, and 
acted as vice chairman of NBC Radio Vililiato Committee (1957). 

John Cowden bas been appointed vice 
president of sales promotion and advertis- 
ing for CBS TV it was announced by Merle 
S. Jones, president of CBS TV stations. 
Cowden began his career with CBS in 1938 
as a member of their promotion depart- 
ment. In 1940 be moved to KSFO, San 
Francisco I then a CBS affiliate) to serve 
as promotion manager. He returned to 
New York in 1941 as a member of CBS stations relations department. 
In 1943 he entered the service, rejoining CBS in 1946 as director of 
promotion for CBS-owned stations. He held this position until 1951. 
when he was named operations director of sales promotion and ad- 
vertising for CBS TV. He will be succeeded by George Bristol. 

Al Markim bas been appointed an execu- 
tive assistant to the president of Telestudios. 
Inc. He was associate director of the CB^ 
executive training program conducted 
Telestudios last fall. The program trained 
CBS executives in the operation and main 
tenance of technical tv equipment. He is 
associate producer of the Penny Theatn 
and Spaceman -V .S.A.F., pilot films th(' 
studio has just completed. Markim, a former producer, director am 
actor, began his tv and radio career with the Armed Forces Network 
in Germany after W.W. II. He then joined WBRE, Wilkes-Barre, Pa 
In bis new position, Markim will assist Telestudios president. Georgi 
K. Gould, in all phases of the company's production activities. Tele 
studios produces video tape commercials. 

24 may 195J 

Interview: ly^ Cu^&^&j-^-^ 

Bryan Houston, Inc. Vice President and TV-Radio Director, William B. Templeton, 
tells why he selects WLW TV-Radio Stations for NESCAFE Instant Coffee 

"For instant results, we 
select WLW TV and Radio 
Stations time after time to 
bring home the business 
for NESCAFE." 

"The Crosley Group always 

measures up a cupful of mighty 

flavorful returns for advertisers." 




E. tO 

i progi 

promotion, the WLW TV-Radio 
Stations are brimming over 
with just what the ad 
men order!" 

Call your WLW Stations Representative . . . you'll be glad you did ! 

Network Affiliations: NBC; ABC; MBS • Sales Offices: New York, Cincinnati, Chicago, Cleveland • Sales Representatives: NBC Spot Sales: Detroit, 
Los Angeles, San Francisco. Bomar Lowrance & Associates, Inc., Atlanta, Dallas Crosley Broadcasting Corporation, a division of >f KCO 

SPONSOR • 24 MAY 1958 




They deserve better 

In as personal a field as broadcast advertising, buyers and 
sellers frequently get to know one another better than just as 
a first-name acquaintance. This is especially true of national 
representative salesmen and media buyers who have worked 
together for years. 

In recent weeks spot sellers, both reps and stations, have 
been shocked at the abrupt job dismissals of some of their 
most respected agency contemporaries. The indignation has 
been loud and deep. What disturbs them particularly seems 
to be the lack, in some cases, of adequate severance arrange- 
ments after years of service and an apparent disregard of the 
human equation. In one case an employee with nearly 20 
years of service was given one day's notice. 

Obviously, it's neither our business nor anyone else's (ex- 
cept the firms involved) to dictate employment policies. 
Perhaps the basis on which the terminations were decided and 
made were just and appropriate. But the industry often gets 
the impression that ruthless and complete disregard of peo- 
ple rules some agency roosts. The end result is bad industry 
relations and a drop in the prestige of the firms involved. 

We suggest that advertising agencies who are supposed to 
be skilled in personnel and public relations, exercise a bit of 
their talent in their own behalf. 

A word of caution 

There seems to be a flood of criticism about the sameness 
of tv programing — and how viewer interest is flagging badly. 
A good deal of this is justified, of course, and we hope will 
ultimately lead to more imaginative shows and more coura- 
geous programing by both agencies and sponsors. 

We have only one word of caution. In our attempts to 
critize constructively, let's not allow tv to develop into a 
whipping boy for what may be completely unrelated ills. 


this WE FIGHT FOR: / change of attitude 
a nioii» agencies and advertisers toward "confi- 
dential" information. Most companies won't 
release market data for "security" reasons — 
when their competition already knows most, 
if not nil of the really important details. 


Recall: The small daughter of Lea 
Sena, formerly with Video Pictures, 
wa- a-ked in school to quote five prov- 
erbs. She rattled off four of the usual 
ones. The fifth, however, was a little 
different: "Brush your teeth with Col- 

Psychos West: New line for the cur- 
rent trend of psychoanalytic adult 
Westerns: "Howdy, Pardner." Reply: 
"'Now what did he mean by that?" 

Perfect fit: Regal Shoes chain, in a 
lie-in with WABC, New York, has 
given over the show window of its 
Broadway store as a studio for Ed 
Jordan's record show. Giving radio 
still another dimension to add to out- 
of -home — "in-window-watching." 

Name that lady: Blair TV, station 
reps, ran a contest for timebuyers to 
get a name for the cartoon charactei 
of the daytime housewife viewer that 
is the symbol of the firm's Purse-Sua- 
sion. Walter Barber, Compton, was 
winner with name Betta Buyer, but 
some of the other entries were dillies 
Constance Spender, Spenderella, Money 
Belle, Tivi O'Day, Bridgit Witblair, 
Mary Byer, Lottie Pursepower, Carrie 
Cash and Trudy Day which the con 
testant amplified with a translation 
"T'roo de day . . . Wow!" 

Observation: A New York adwan re 
ports there are more attache cases thai 
handbags at matinees. 

Swire heroo: Chuck Francisco, Chica 
go actor and announcer joined ac 
agencies at their own game when h< 
sent out 1,000 postcards to agencj 
casting directors, tv, radio and film ex 
ecutives announcing, "We give greet 

And more stamps: Atlas Brewing 
Chicago, is now giving stamps with al 
bottles of Atlas Prager sold in Illinois 
Stamps will be part of the bottle labe, 
and can be removed in taverns ani 
restaurants. Noiv Illinois wives ca\ 
keep tabs on exactly hoiv many beer 
hitlili\ had with the boys. 

Wanted: From National Enquirer- 
SNAKES - MODEL. Scientist seek 
courageous lady for tv act to assi.' 1 
with 15-foot python, in exchange fc 
magazine & press photographs. Luck; 
Box 128. 
But will the lady be lucky, too? 

24 MAI I"" 

now in top 30 markets! 

30th in retail sales $907,532,000 

33rd in food store sales $206,529,000 

27th in automotive sales $185,180,000 

31st in general merchandise sales. .$127,564,000 

35th in population 620,000 

Sales Management Survey of Buying Power, May 1958 


Tampa - St. Petersburg advances 

four places in retail sales over 1957, made 

equally dramatic gains in all other categories, is one 

of the nation's fastest-growing major markets! More than ever, 

n Cities of the South belong on every modern market list! 

Dominate Tampa -St. Petersburg and 

239 prospering communities with 


The WKY Television System, Inc. • WSFA-TV Montgomery • WKY-TV & WKY Oklahoma City 

Represented by We Katz Agency 


cost. Highc i 
to 575,910 TV 1 

Wheeling stat with 

retail sales of $3,159,860,000. Only WSTV I 
for products sold in food 

A Member of the Friendly Group 

52 Vanderbllt Ave., N.Y. • 211 Smithfleld St.. Pittsburgh 

Represented by AveryKnodel, Inc. 



"Best Buy by Any Know 

, 2 S000 




RM 27 4 

30 ROCK 


31 MAY 1958 

20< a copy • $3 m y*ar 





Here's a market of small cities and big farms — 
2% rural and 58% urban. We serve a population of 
,350,000, spending $1,750,000,000 in retail sales. 
Ve've been part of this family life since 1924 . . . 
1rst with radio, and now CBS channel 2 television. 



Caught in the squeeze- 
play between packager 
and network, agencies 
are pitching qualit) in 
television commercials. 
Here's why> 
has shifted tocreativit) 

Page 29 

What NTA's 
Ely Landau 
is planning next 

Page 31 

The 'new' Western 
—or, on location 
with Cactus Films 

Page 34 

So you want 
to buy a 
radio station? 

Page 40 

iydn R. Evans, Gen. Mgr. 

Rep. Weed Television 


television Magazine 8, 1/57 

One Station Reaching The Booming Upper Ohio Valley 



"After a day of looking 
at thousands of tubes 
going through our pro- 
^ duction lines, I relax 

^ with television. My family 
enjoys WTRF-TV because 
it keeps us up-to-the-min- 
ute on local news, and gives us 
the best of network programs." 

Chances are this very morning you 
used tooth paste or shaving cream 
squeezed from a Wheeling-made 
tube. For the Wheeling Stamping 
Company of WTRF-TV-land is one 
of the nation's largest manufacturers 
of collapsible tubes. This Wheeling 
company, with its 500 employees 
and $2 million annual payroll, is 
another reason why the WTRF-TV 
market is a great one for smart ad- 
vertisers ... a market of 425,196 
TV homes, where 2 million people 
spend $2 3 2 billion annually. 

More Proof of WTRF-TV Popularity: 




47.4 32.6 15.8 4.8 


316,000 watts jNilDllC 

wtrf tv 

reaching a market that's reaching new importance! 





Q/i^ouaJuj Qrtnn^tmeed 

it's primary affiliation 
as a basic station of the 



fe^^^^^te^^^^^^^(^^^1^^^^^^ , 


SPONSOR • 31 MAY 1958 

31 MAY 1958 • Vol. 12, No. 22 



Editor and Publisher R. Glenn 

Elaine Couper Glenn 
VP-Assistant Publisher 

Bernard Piatt 
General Manager 

Arch L. Madsen 

Managing Editor 

Alvin W. Outcalt 
News Editor 


Today's battlefield: the tv commercial 

29 Caught in ili.' squeeze-play between packager and network, agencies are 
pitching (]ualil> in tv commercial-. Here's why emphasis is on creativity 

What will NTA's Ely Landau do next? 
31 NTA's chairman puis the firm's assets at $40 million, its net 
worth at $10 million. Fix,- years ago he was a struggling distributor 

"Wonderful Cood" promotion by WLBR-TV 

33 It's a rare thing when an agency travels a huyer to station in a market 
noted for thriftiness. This Triangle station brought market to N. Y. C. 

New look in westerns 

34 Whe 

e "adult Western" go from here? SPONSOR takes you on lo- 
w" Western is filmed by two psychos from Cactus Films 

Spot tv vs. newspapers 

36 CBS Tv Spot Sales 
and find- that, do! 

impates media's potential and delivered audiences 
for dollar, tv gives you more for your money 

Seaboard buys spot to sell money 

37 A confirmed user of radio spots and jingles, Seaboard Finance Co. is 
currently selling its small-loan ser\i<e via the humorous approach 

April viewing figures are up 

39 \KH Mt-in-ii-e figures for April by time zones show increases in most 
periods dining the day when compared with the same month last year 

Johnson motors tv comeback 

41 This spring Johnson Motors bought three Bid) Hope "specials" to pro- 
mote their outboard motors. Result: Immediate increase in traffic 

sponsor asks: What are the advantages of original 
scores in tv commercials? 

Four expert- in the field not only list the advantages, but tell why 
they feel original -cores prove more economical and more successful 


49 I ilm-Scope 

24 49th and Madison 

50 Marketing Week 

63 \. ... S Idea Wrap-Up 

4 \. tvsmakei ol the Week 

62 Picture Wrap-l p 

56 Radio Results 

20 Sponsor Bai I 

68 Sponsor Hears 

9 Sponsor-Scope 

76 Sponsor Speaks 

54 Spot Buys 

52 Telepulse 

76 Ten Second Spots 

16 Timebuyers at Work 

74 Tv and Radio Newamakei 

67 Washington Week 

W. F. Miksch 

Associate Editor 

Russ Carpenter 

Midwest Editor (Chicago) 

Western Editor (Los. Angeles) 

Pete Rankin 
Film Editor 
Beth Drexler Brod 
Assistant Editors 

Jack Lindrup 
Gloria Florowitz 
Contributing Editor 
Joe Csida 
Art Editor 
Irving Kramer 
Production Editor 
Florence B. Hamshsr 


Sales Manager 

James H. Fuller 

Advertising Promotion Managei 

Jane Pinkerton 

VP-Western Manager 

Edwin D. Cooper 

Southern Manager 

Herb Martin 

Eastern Manager 

James H. Shoemaker 

Production Manager 

Jane E. Perry 

Sandra Lee Oncay, Asst. 

Administrative Staff 

Dorris Bowers 

Georqe Becker 

Jessie Ritter 

Marion Sawyer 

Circulation Department 

Seymour Weber 

Emily Cutillo 

Harry B. Fleischman 

Accounting Department 

Laura Oken 

Laura Datre 

Readers' Service 

Nancy Smith 


i49th & Mad 


combined with TV. Executive, Editorial, Circu- 
iting Offices: 40 E. -49th St. 
) New York 17, N. Y. Tele- 
. Hill 8-2772. Chicago Office: 
612 N. Michigan Ave. Phone: Superior 7-9863. 
Birmingham Office: Town House, Birmingham. 
Phone: FAirfax 4-6529. Los Angeles Office: 6087 
Sunset Boulevard. Phone: Hollywood 4-8089. 
Printing Office: 3110 Elm Ave., Baltimore 11, 
Md. Subscriptions: U.S. $3 a year. Canada and 
foreign $4. Single copies 20c. Printed in U.S.A. 
Address all correspondence to 40 E. 49th St., 
N. Y. 17, N. Y. MUrray Hill 8-2772. Published 
weekly by SPONSOR Publications Inc. Entered as 
2nd class matter on 29 January 1948 at the Balti- 
more postoffice under the Act of 3 March 1879. 

'")1958s P ons 

- Publications In 



Tinker to Evers to S lattery 


5^C When it comes to the writing, art direction and production 
of TV commercials, there shouldn't be any such word as Chance. 

sponsor • 31 may 1958 







2 71.000 

$ 369.942,000 



$ 249,254.000 


$ 45.626.000 

$ 84.947.000 

V J 


of the week 

The Pennsylvania Association of Broadcasters, at its annual 
convention in Wernersville, Pa., last week, heard some sharp 
words of caution from an agency media director. The broad- 
casters were warned "nof to kill the goose that lays the 
golden eggs'''' — that is, not to abuse ratings, station cover- 
age, rate structures, etc., or face the loss of air advertisers. 

The newsmaker: Lee M. Rich, vice president and media 
director of Benton & Bowles (sixth biggest agency in total air 
billings) is one of the most outspoken media men in the business 
today. He has, in the words of one agency executive, a "sympathetic 
feel for air media, but a constructively critical attitude toward many 
current station practices." 

Speaking to the Pennsylvania broadcasters convention, Rich 
cautioned that the broadcaster has a consumer too: the local ad- 
vertiser of agency responsible for 
the choice of media for his client. 
To sell their consumer, said Rich, 
broadcasters must do more than 
convey the value of their product. 
They must also convey the feeling 
that broadcasters are sincere in 
their desire to help the advertiser 
sell his product. He added that no 
medium today, particularly broad- 
casting, can allow the old adage 
of "let the buyer beware" to con- 
tinue as standard business prac- 
tice and still expect to grow. 

Rich also cautioned broadcasters on abuses in these areas: 
On ratings: "You can't keep knocking your competitor's use of one 
rating service and then use it yourself when it finally puts you in 
the top slot." 

On coverage: "Some broadcasters . . . use coverage data for pro- 
motional exploitation . . . they were not interested in what was right 
for their consumer, but rather what they could do to these coverage 
figures which would make them the number one station." 
On rates: "Indiscriminate rate increases . . . which cannot be justi- 
fied will be a constant source of friction between client and agency, 
and thus between the agency and the medium." 

On over-commercialization: "Multiple consecutive spotting in any 
manner cannot be condoned . . . Viewers and listeners drift away, 
and ultimately so will the advertiser." 

Rich said that an attitude of "togetherness" between agency and 
broadcasters would help solve most of these problems, and would 
give advertisers maximum value from broadcast media. 

Rich joined Benton & Bowles in 1952, and was named v.p. in 
1955 and media director in 1957. He was previously media director 
of the William H. Weintraub agency (now Norman, Craig & Kum- 
mel). ^ 

(See Sponsor Speaks, page 76.) 

Lee M. Rich 

SPONSOR • 31 MA* 1958 

Now, a new, two-station TV buy blankets both the 
South Bend-Elkhart and Fort Wayne markets, plus 
healthy chunks of Southern Michigan and Western 
Ohio. Over 1.6 million population — $2.8 billion Effec- 
tive Buying Income. Alert buyers are covering these 
rich markets in combination — and saving 10% ! They're 
buying them right along with Indianapolis— thus cov- 
ering all the best of Indiana from within— with just 
two buys! 

see your H™R 









Out of the heartbeat of Los Angeles' 
famed rescue operations comes this 
continuing human-drama adventure 
series, starring JIM DAVIS as Wes 
Cameron, and a thrilling newcomer to 
TV.. .LANG JEFFRIES, as Skip Johnson 





. . .IN 
i BIG 

more people 


Successfully reaching more people has met only half of Bartell 
Family Radio objectives. Attracting and holding more different people 
young and old, all over town, in every walk of life — has been a 
continuing accomplishment. A programing of broad appeal, locally 
accented, is in the Bartell pattern of audience composition. Here is 
professionalism based upon more than a decade of scholarship, 
salesmanship, showmanship. This i 

bartell family radio 






F=5=v5 ,, ->[w7CdI 

IWOKU I \fy^ypsssBrl 


Sold Nationally by Adam Young, Inc. for WOKY The KATZ Agency 

SPONSOR • 31 MAY 1958 

Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 


31 MAY 1958 It's been an unusually active week for May for new national spot tv. 

Copyright 1958 

•ponsor publications inc. The action included such accounts as Bromo Seltzer (Warwick & Legler), S. C. John- 

son's Pledge (Benton & Bowles), Coco Marsh (Hicks & Greist), P&G's Duncan Hines 
(Garder), P&G's Pace (Burnett). 

If you dig into the reason why a surprising number of network tv users haven't 
committed themselves for next season, you'll likely find that much of the hesitation is due 
to this: 

• A lack of aggressiveness at the agency top level in telling the client what he ought 
to do. 

• The client's own fear of tying up his money in long-term commitments (see also p. 68). 
Agencies like J. Walter Thompson, BBDO, McCann-Erickson, and Lennen & 

Newell (who have staked their clients to heavy network alignments for the fall) can be looked 
to as symbolical of the leadership approach. 

That approach entails assuming a firm decision of what is best for the client and 
presenting the decision with deep conviction. 

As top management in these, and others, agencies have realized, it is in a time of doubt or 
crisis that the timid fellow is lost and the person wtih a logical, positive position takes 

Groves Laboratories will make its cold remedy commitments six weeks ahead 
of its usual time to be sure of getting the best positions. 

Incidentally, NBC Radio reports that it's already well loaded with cold remedies 

for the fall. In fact, it says that category is practically locked up. 

Note: Pharmaco's Coldine (JWT) will lean heaviest on spot. 

Morse International should know within the next week what Vick wants to do in the 
air media this fall-winter. 

The plan will be submitted to the client Thursday (5). A strong possibility is that the 
campaign will provide for flights in spot, maybe also in network. 

Lady Esther (now a part of the Chemway Corp.) is mulling the return of 
Wayne King after an interval of 20 years — and doing it strictly this time with spot. 

The highlights of the discussed campaign, via Donahue & Coe: 

• A test in 10 markets for 26 weeks, starting around 16 June. If this proves successful, 
the campaign will be extended nationwide. 

• Tailor-made transcriptions would be aired at the rate of five 15-minute shows a week, 
plus some five-minute shows. The longer shows would be cleared between 9 a.m. and noon and 
the five-minute recordings between 4:30 and 6 p.m. 

• For spot radio as a whole, the scope of the proposed campaign is the biggest of 
the past 15 years. It recalls the era in radio when Chevrolet and others created notable iden- 
tities for themselves — not to mention franchises — by the consistent use of such across-the- 
board, tailor-made musical recordings. 

Historical note: King was credited in the '30s with making Lady Esther a household 
product. His network schedule ran as high as three half-hours a week. 

sponsor • 31 may 1958 

SPONSOR-SCOPE continued. 

Look for the next big gesture against the practice of triple-spotting to come 
out of the Four A's. 

\mv that the ANA has formerly put the issue in the area of aggressive maneuver by 
demanding that the NAB include a taboo of triple-spotting in the code the pressure against 
stations could mount on a widening advertiser front. 

Note how careful the ANA has been so far in refraining from mentioning specific adver- 
tisers or agencies in its commentaries on the situation. 

Obviously, the intent is to exert pressure by cancellation or intimation of cancellation 
without any overt evidences of concerted counsel. 

The die is far from cast and the way is open to compromise, but meanwhile many sta- 
tions have posed this question: If we do cut out that third commercial and thereby 
reduce our income by 25-30%, will the advertiser stand still for comparable rate 

Also: If the advertiser does stand still, will it mean a further curtailing of the num- 
ber of spot markets on his list? 

CBS TV's attempt to deal a mortal blow to the practice of product protection 

(by indicating it would permit Lorillard to follow Brown & Williamson not one but 
two nights a week) has stirred up one of the most violent storms to date in network-adver- 
tiser relations. 

By the time B&W quieted down, CBS TV agreed: 

1) Not to spot Lorillard on the Gale Storm Show (Saturday) which follows B&W's 
The Texan. 

2) Let B&W cancel out of The Line-Up and make it worthwhile for the Louisville 
company to take over half of Number Please at 8 p.m. Tuesday. CBS TV had irked B&W 
by selling Lorillard an alternate sponsorship of Person to Person, which follows The Line-Up 
Friday nights. 

B&W's special sore point: Both companies were using their programs to sell 

Spot radio needn't grieve too much over that Bufferin cancellation: It's due 
merely to a temporary reallocation of media. (The schedule had averaged 10 spots a 
week. ) 

On the good-news side: Mrs. Filbert's Margarine (SSCB) is testing for eight weeks 

at the rate of three days a week in 12 markets. 

Schlitz's cutback to an alternate week on CBS TV — in contrast to a weekly sched- 
ule for several years — spells this change in tv policy: More money for market by mar- 
ket efforts. 

The net results: (1) A larger tv budget for the coming fiscal year and (2) more exten- 
sive buying of syndication programs. 

(For additional syndication developments see FILM-SCOPE, page 49.) 

NBC Radio had a bright week in the way of new business, with both Vick's 
Vapo-rub (Morse) and Grove's Bromo Quinine (Gardner) staking out fall requirements. 

Vick bought 20 weeks of 60 six-second announcements a week; Grove took 26 weeks of 
15 thirty-second and 40 six-second announcements a week. Also incoming: Dial Soap 
(FCB), 57 six-second announcements for eight weeks, starting 16 June. 

CBS Radio teamed up Jell-O (Y&R) with Lorillard (L&N) for 24 newsperiods a week 
for eight weeks. Gross for Jell-0 per week: $30,000. 

What Arthur Godfrey has come to mean to the Saturday Evening Post (BBDO) : 
It renewed him for his sixth consecutive 13-week cycle this week. 

31 may 1958 


SPONSOR-SCOPE continued 

The topic that's been dominating recent NAB regional gatherings: How to edu- 
cate some of the newer station operators to avoid the temptations of rate-cutting. 

Discussions on the theme usually tee off with the observation that a major source of the 
rate-clipping is the neophytes who are inclined to panic when hillings slide off. 

The problem posed is two-edged: 1) Convincing the mavericks that their actions would 
dilute the value of their product, and avoiding any conflicts with the anti-trust laws, 
as developed in the case of the Philadelphia stations not so long ago. 

Remarked a Midwest broadcaster at the latest NAB meet in his state: "If we could wipe 
out rate-cuting, 80% of our problem would be gone. We and the agency buyers could 
then do an enormously better job for the advertiser." 

There's a trend among radio and tv buyers to include the community-service 
factor in weighing the value of one station against another. 

The latest of these is Emery Advertising, of Baltimore, which in a "station evaluation" 
questionnaire sent out this week asks this question: "What public service awards have 
you received in the last three years?" 

Another interesting query it poses: "How many people are there exclusively in your sta- 
tion's promotion department? 


New national business in April helped put several of the tv reps on the plus side 
for the first quarter of this year. 

For instance, one rep reported to SPONSOR-SCOPE this week that, although his stations 
collectively ran about 20% behind for the initial quarter, the billings that came through in 
April were big enough to give him a 15% margin for the first four months over the like 
period of 1957. 

TvB's spot report for the first quarter of 1958 showed a 1.8% edge over the 
previous year. The estimated gross expenditure: $119 million. 

New York's film commercial producers this week officially were informed by 
the Stagehand's Union (IA) that videotape machines could be operated under their 
present basic agreements until 31 December 1959. 

In other words, the producers won't have to pay IA film scales on tape work. 

The period is to be considered an experimental one, and the truce is to apply as well 
to the producers' subsidiaries and subcontractors. 

Meantime the Screen Actors Guild will try hard to avert the "open war" which 
AFTRA has declared on the issue of jurisdiction over videotape. 

The first of such moves bv SAG: A suggestion that AFL-CIO president George 
Meany arbitrate the dispute. 

Agency timebuyers this week got proof that CBS Tv Spot Sales can get as 
rough with radio as any other competitive medium. 

The tv arm of CBS's spot troops, via a promotion flyer, struck squarely at radio's much- 
vaunted virtues of saturation and frequency. 

A sample of the pokes it takes at the other medium: (1) Because radio's audience has 
diminished so much, saturation and frequency fall far short of effective market penetra- 
tion; (2) it takes just two tv spots to equal the audience of 100 radio spots and the 
cost would be less. 

Cited in support is this table (attributed to Nielsen) : 


No. Spots 100 2 

Cost $7,000 $4,000 

Net Weekly Rating 42.0 41.2 

sponsor • 31 may 1958 

: ^ 

SPONSOR-SCOPE continued. 

Arbitron this week issued the second of its sample reports, this one covering the 
New York area for the weekend of 24-25 May. 

This particular installment of instantaneous audience measurement is based on 110 sets 

Subscribers are being asked to help ARB determine the fastest method of de- 
livering the Arbitron reports by noting on a prepaid postcard the date and time of the 
report's arrival. 

Even though the network has been accepting 13-over-26-weeks commitments from other 
advertisers. CBS TV turned down P&G's bid for a similar short-term extension on 
the Phil Silvers Show. 

The network felt it had just cause. Earlier in the year the Silvers show had, at P&G's 
behest, been moved to its present Friday night spot — which entailed shifting a Colgate 
item (Mr. Adam & Eve) elsewhere. 

P.S.: Schick meanwhile has taken an alternate place on the Silvers series. 

How the agency can help the client more effectively is the pith of the latest guide- 
book series (No. 5) on advertising management which the ANA released this week. 
Packed into its 373 pages about agency relations are contributions by experts on 

every facet of the ad business. It's part of a three-year. S200.000 ad management study. The 

price of seven volumes (two to come) is $150. 

The fifth volume — a valuable compendium for all interested in the field — deals in: 
Responsibilities, procedures, methods of measuring efficiency, ways of picking an 

agency, contracts, accounting, and the pros and cons of single vs. multiple agency setups 

for the advertiser with many brands. 

Agency men contributors to the fifth volume include McCann-Erickson's Marion Harper, 

Jr., BBDO's Charles H. Brower. Compton's Robert D. Holbrook, and Young & Rubicam's 

treasurer, George N. Farrand. 

Nothing has been said by either side as yet about money, but ASCAP anticipates 
that radio broadcasters will center their fire in the forthcoming negotiations for a 
new license contract on a lowering of rates. 

The current radio contract calls for a rate of 2.25%, whereas tv stations are paying 
2.05% on the net income from programs using ASCAP music. 

Local radio stations provide 33% of ASCAP's income, compared with 52.1% de- 
rived from tv stations. 

Mutual's new president and chief stockholder. Armand Hammer, this week re- 
ported to a trade press gathering on the measure of success achieved to date by the net- 
work's new operations concept. 

The areas Hammer pointed to were: 

1) Affiliates have enthusiastically accepted the principle of swapping air time 
for the network's services. 

2) Affiliates also have increased their clearances. 

3) Mutual's advertiser list has had a mighty pickup in number and diversity. The re- 
turning bluechippers include: General Foods, General Motors, General Electric, Colgate, 

4) A new special services departments provides affiliates with taped news reports 
tailor-made for their own areas bv MBS staff men in key U. S. and overseas news centers. 

For other news coverage In this issue, see Newsmaker of the Week, page 4; 
Spot Buys, page 54; News and Idea Wrap-Up, page 63; Washington Week, page 67; sponsor 
Hears, page 68; Tv and Radio Newsmakers, page 74, and Film-Scope, page 49. 

31 may 1958 


All play and no M I work 


photograph by John Burwell 

That's time-buying in Miami . . . when one station — WQAM 
is first in 432 out of 432 Pulse quarter hours 

You really can't get anything but a good time on 
WQAM. Take Pulse: WQAM is first 432 out of 
432 hours! (Mon.-Sat., 6 a.m.-midnight). 
Hooper? WQAM is first with 40.1 % of the 
audience — three times the next station's listenership. 
And 264 of 264 daytime Hooper quarters belong 
to WQAM. 

Trendex? Practically a carbon copy of the Hooper. 

And, finally, WQAM is first on the latest Southern 

Florida Area Pulse which measures the listening 

habits of 31.5% of the state's population. 

Get the details from those good time charlies at 

Blair ... or WQAM General Manager Jack 



covering all of Southern Florida with 5,000 watts on 560 kc . . . and radio #1 in 


i - 




WDGY Minneapolis St Paul 


WHB Kansas City 


WTIX New Orleans 


WQAM Miami 


SPONSOR • 31 MAY 1958 

Thanks f< 

learing the way.- 

The bandwagon is barrelling. ABC Television has more programs 
set, more sponsors signed than in any comparable period 
in the history of the network. 

Credit goes, in large part, to all our affiliated stations, for 

literally clearing the way . . . for their wholehearted cooperation in 

securing clearances for next fall's broadcasts. 

To them, our deepest appreciation. 

To advertisers, a reminder: Jump on the bandwagon yourself. 
ABC Television will deliver your message to the most valuable 
audience in America! For remember: 

You get them at the GET AGE on ^bc-tv 

WGR Radio's mobile STUDIO 55 
travels each week to a different 
high-traffic location — a super 
market, a County Fair, etc. 

WGR D.J.'s John Lascelles, 
Warren Kelly and Frank Dill 
broadcast live from STUDIO 55, 
attract thousands with their 
personal appearances and contests. 
Thousands of passing cars see the 
trailer and the crowds, instantly 
turn on their radios. 

Overa million cars and a million 
homes in this $4 billion market. 
WGR covers the New York State 
Thruway too, from Ohio to Syracuse, 
with a loud, clear signal. Add our 
Canadian coverage and you've got a 
combination that can't be beat! 
ABC Affiliate, Represented by 
Peters, Griffin, Woodward 







["{-« WROC TV. Rochester . 

Buffalo • WSVA Radio, WSVAF, 

at work 

Betty Llewelyn, Burke Dowling Adams, Inc., Los Angeles, time- 
buyer for Thermador Electrical Manufacturing Co., Ambassador 
Hotel, White Rock Bottlers and Graybar Electric Co., feels "there is 
a great danger in rate-cutting beyond the unfairness of the practice. 
Until the company improves, rate-cutting, if countenanced, could 
increase — even spread to stations 
that haven't yielded to this pres- 
sure in the past. How do such sta- 
tions return to the standards they 
would like to maintain when the 
market is again equalized? What 
can the time salesman do to return 
his station to its original standing 
after he's been underselling it for 
so long?" These are questions that 
every station engaged in rate-cut- 
ting, or even considering it, should 
carefully consider. Betty says. In 
the long run, they can only do irreparable harm to their rate struc- 
ture, station prestige, and profits. "It is strictly a downhill road," 
Betty warns. "Stations must stand firmly behind their rate cards. 
For integrity is not only the most important element of the adver- 
tising business, it is also smart business." 

Fred McCormack, Jr., Ketchum, MacLeod & Grove, Inc., Pitts- 
burgh, thinks that creative buying is just as important as creative 
selling. "High numbers in the rating books are not an automatic 
guarantee of high results for the advertiser. In radio, quite often, 
the station with a lower set of numbers will get the schedule from 
us. The station may have the spe- 
cific audience we want rather than 
the big audience." Because Fred 
feels that peak traffic hours on the 
highest rated stations are often 
overcrowded with commercials, 
the smaller station will also get 
consideration. Commercials, he 
notes, need plenty of "hearing 
room" to be effective. "In both 
radio and television ratings are a 
basic yardstick," Fred says. "But 
they should not be the onlj <niide 
used. Proven success stories of a station can be a more important i 
factor in reaching the final decisions on a buy. If stations want to 
beat the rating mania of this business, they should make greater use 
of documented success stories as sales tools. Then the timebuyer cam 
approach buying with more creativity and imagination." 

SPONSOR • 31 MAY 1958 

"Advertising never sold me anything!" 

We've all heard that one before. Often. 
But it's not true. 

Fact is, whether we know it or not — or 
admit it or not— advertising has sold 
something to every one of us. 
And that's all to the good. 
In the first place, a basic function of ad- 
vertising is to inform. To convey news. 
News about products. What they are. 
Where to get them. How much they cost. 
Through this function alone, advertising 
sells great quantities of goods. 

Secondly— even people like the little lady 
above, who make a conscious effort to 
reject advertising, are made to want the 
things advertised. Sooner or later, that 
leads to a sale. 

Finally, there is a third and much broader 
way in which advertising sells us things. 
It creates so much demand that mass 
production is possible; hence, more goods 

The 23 clients of Benton & Bowles, in order of our leng 
tion of American Railroads • American Express Co. • Aw 
York • Continental Oil Co. • H. C. Moores Co. • Railwa> 
General Aniline & Film Corp. • Western I 

: sold I 

more people for less money. 

Yes, it's all to the good, because it makes 
the wheels go 'round. Advertising makes 
possible the high-speed distribution that 
is the key to our economic system. With- 


"Advertising nourishes the consuming 
power of men. It creates wants for a 
better standard of /wing. It sets up 
before a man the goal of a better 
home, better clothing, hitter food for 
himself and his family. It spurs indi- 
vidual exertion and greater produc- 
tion. . . . The business of advertising 
has a big part to play in the future 
of the world." 

—from a speech by Sir Winston Churchill, 
delivered before the Aduert.un, Club „J London, 192-1 

out it, capitalism as we know it would 
be impossible. 

So, Madam, think what you will. Mean- 
while, you can keep enjoying the things 
made available because of advertising's 
vast contribution to our economic and 
social system. 

And say what you will, Madam. It's a 
free country! And that freedom, too, is 
part of the great tradition of which adver- 
tising is a very real part. 


Advertising is our business, and we take 
pride in it. As one of America's ten largest 
agencies, we are grateful to play a part, 
along with our clients, in the dynamic 
growth of the world's economy. 

Benton & Bowles, Inc. 

666 Fifth Avenue, New York 

Advertising and Marketing counsel to leaders 

in American business 

Avco Manufacturing Cor, 

nay Express Agency, Inc. • Interna 

raph Co., Inc. • Borden Company 

Co. • Pepperell Mar 
wing Co., Inc. • Phili 
5. C.Johnson & Son,] 

Morris, Inc. ■ Mutual Of Nev 


He must know a 


jood spot" 

So does Dancer- Fitzgerald -Sample. 

Its timebuyers' decisions often determine 
the success of spot campaigns of some 
of the agency's most important clients. 
A thorough analysis of market and station 
research gathered by the agency and by 
CBS Television Spot Sales is standard 
operating procedure for these experts. 

No wonder then that, during the past year, 
nine Dancer- Fitzgerald- Sample accounts 
were seen on KOIN-TV, Portland (Ore.)... 
including such big-leaguers as Carter 
Products, Nestle, Sterling Drug, American 
Chicle, Peter Paul and Procter & Gamble. 

Good spot to be in? Check with Dancer- 
Fitzgerald-Sample ... or the 354 different 
national spot advertisers currently placing 
spot schedules on the 14 stations and the 
regional network we represent. Better 
yet, for complete details contact . . . 


Representing wcbs-tv New York, whct Hartford, 
wcau-tv Philadelphia, wtop-tv Washington, wbtv Charlotte, 
wbtw Florence, wmbr-tv Jacksonville, kmox-tv St. Louis, 
wxix Milwaukee, wbbm-tv Chicago, kgul-tv Houston, 
ksl-tv Salt Lake City, koin-tv Portland, knxt Los Angeles, 
and THE CBS television pacific network 




the Metro Area 



• E.B.I. 


the TV Market 


TV Homes 197,344 

Population 1,195,100 

Families 295,600 

E.B.I. $1,288,883,000 

Retail Sales $828,816,000 

the Station 






by Joe Csida 


Air media misconception: live music 

Si Goldman, president of WJTN, the James 
Broadcasting Company, Inc., in Jamestown, New 
^ oik. wrote me recently about the column I did 
concerning Ted Malone. That piece you may 
recall was prompted by a letter from Jack Parker 
of Parker Advertising, Inc., in Saginaw, Michi- 
gan, telling of the fine job Malone had done for 
a meat packing client of Parker's. 

But Si's letter speaks very eloquently for itself, and for Mr. Ma- 
lone. Here it is: 

"Dear Joe: 

"I was very impressed with your column on April 5th about Ted 
Malone. You took the words right out of my mouth, and I couldn't 
agree more with you and Jack Parker. 

Ted Malone's track record 

"We've been one of the stations in the East who have programed 
Ted Malone ever since he started on ABC. After the Westinghouse 
sponsorship was eliminated and the program went co-op, it was im- 
mediately sold to Bigelows, Jamestown's largest and most prominent 
department store. Bigelows won many awards with Ted, and main- 
tained sponsorship right through all the co-op years and still has 
sponsorship of the five-minute feature which Ted is supplying for 
us on tape. An over 8-year continuous 52 weeks a year program 
for a retailer who knows when his advertising is making the cash 
register ring, is a record of which Ted can very well be proud. We 
very definitely are! 

"Not only has the program done a job for Bigelows, but it's one 
of our highest rated features. Ted is a friendly voice, a personality, j 
and a salesman. 

"On personal appearances, Ted Malone drew capacity crowds at 
Chautauqua Institution — so that he has been invited back every year. 
At the NAB regional meeting in Schenectady, Ted 'stole the show' 
on the program panel. He's terrific! 

"Actually, Ted should not have been dropped from ABC, but he 
was caught in the middle of that 'Live Music Concept' that came 
and went. As a member of the ABC Affiliates Advisory Committee, 
I'm certainly going to recommend Ted's return to the network if he 
is still interested. 

"Ted's obvious success in Michigan and in Jamestown proves that 
the five-minute show is very workable, salable, listenable, and suc- 
cessful, and if some network doesn't grab him fast, he should ar- 
range a coast-to-coast tape network on his own. He has a proven 
track record and lasting power." 

I do not know whether it would have given the Messrs. Malone. 
Parker, Goldman and others any great comfort if the "live music 
concept" at ABN had been a success. It certainly would have made 
me happy. But musical shows, in my opinion, seem to be the most 
mishandled of all the program types in both radio and television' 
Surely the highly commendable ABN effort to bring live music shows 

SPONSOR • 31 MAY 195? 

back to network radio, and the rash of musical shows which hit tele- 
vision in the season just concluded were well intentioned. But the 
fact remains that serious shortcomings in the actual presentation of 
the shows in both cases, resulted in hurting the whole concept of 
live music shows badly. 

Just "good" performance isn't enough 

It seems to me that a good deal of this failure to properly utilize 
the unquestioned appeal of popular music and popular music stars 
can be attributed to several simple factors: 

(1) Quite often the persons involved in determining the person- 
alities to be used do not know enough about the true popular appeal 
and basic talents of the performers in the field. Of course it can 
be said with equal justification that producers of dramatic, comedy 
and other show types often display a similar lack of familiarity with 
the talent values. But it seems particularly true in the music field. 
Any knowledgeable appraisal of the musical talent selected to star 
in, and work as featured acts in the ABN shows, and many of the tv 
casualties of the past season would clearly support this statement. I 
say this with all due respect to the performers who worked these 
shows. They were from adequate to good, but when you're trying 
to set up a new show you need to be more than just adequate or good. 

(2) A similar lack of real judgment and ability is apparent in 
many other facets of these shows. Selection of the tunes is often 
particularly bad. Direction is often shoddy and without any real 
feeling for musical shows as such. 

Much of this, unfortunately, is due not only to a failure on the 
; part of the show planners to recognize the best available talent, but 
a thorough lack of understanding of how to work out a simple, hon- 
est deal with such talent. It is not the best approach for a radio 
, buyer, for example, to attempt to persuade a solid talent to tie itself 
j up on an exclusive basis for both radio and tv, in a situation where 
no tv commitment is made. And it is foolhardy for a buyer to pass 
I up a strong performer who refuses to permit himself to be thus 
inequitably tied up. 

Live music can sell 

It seems to me particularly unfortunate that live music shows in 
both radio and television have had such poor track records lately, 
because there is no doubt in my mind that they can be among the 
most influential sales vehicles of all for agencies and their clients. 
Certainly Dinah Shore, Perry Como, Lawrence Welk, and a number 
of others have proved this beyond question. And it will be proved 
again and again, as often as people who understand music and musi- 
cal performers are involved in the planning and production of such 

In the meantime, I read that Bob Eastman, who presumably spear- 
headed the ABN effort is being paid off on his contract at the rate 
of $50,000 per year for the next five years. And how are you, Mr. 
Malone? ^ 

Letters to Joe Csida are welcome 
Do you always agree with tvhat Joe Csida says in Sponsor Back- 
ttage? Joe and the editors of SPONSOR will be happy to receive 
and print your comments. Address them to Joe Csida, c/o 
SPONSOR, 40 East 49th Street, New York 17, Netv York. 

PONSOR • 31 MAY 1958 


Greater Listening Audience 


7:00 A.M. -12:00 Noon 

, Mo nday 00 Th"rS :0 F°riday' 




Sta. B 



Sta. C 



Sta. D 



C. E. Hooper, March-April 









tfwfttf. n eiVs ^ 


wherever national spot budg> 
BASICS like these i 


"BASICS serves as a valuable reference on all phases of the 
business, and has on numerous occasions proved a real life saver." 
DiCk McKeever Radio/TV Time Buyer, BBDO 

"As a media planning tool, FALL FACTS BASICS intelligently provides 
source material that we find invaluable." 

Philip Branch Media Supervisor, Grey Advertising Agency 

"BASICS is an important document in terms of reference information, 
and I find it extremely helpful for data required in a hurry." 

L. T. Fisher Media Director, Dancer-Fitzgerald-Sample 

"Sponsor's FALL FACTS BASICS is a handy reference source on the 
basics of Broadcasting, designed for year-round use. 
Bigger and better with each edition. My only complaint is, it gets 
borrowed too often." 

Jeremy D. Sprague Time Buying Supervisor, Cunningham & Walsh 

"If one wants information in a hurry, BASICS contains most 
information buyers need and use. I think it a tremendous job." 
Lee Rich V. P. — Associate Media Director, Benton & Bowles 

"Sections 3 and 7 are particularly important to me and for the people 
in the media buying area. I make good use of the statistical 
information for media plans, when trying to project ideas to clients." 
Harold Sieber Media Supervisor, Kenyon & Eckhardt 

"You can't fool people like Ruth Jones, Jayne Shannon and 

their time buying associates. If it doesn't have it they won't use it. 

FALL FACTS has it — and we wouldn't be without it." 

Jim LlJCe Associate Media Director, J. Walter Thompson 

No other book will be as vital a factor in helping 

time buyers and other decision makers 
finalize their fall buying plans this summer. 


Deadline 1 July • Publication 19 July 

Sponsor, 40 E. 49th Street, New York 17, New York 

Reserve- page(s) in SPONSOR'S 12th annual FALL FACTS BASICS. 

My position preference(s) is: 




RATES: full page- 
% page_ 


Vi page- 
'/3 page_ 


pay their regular earned disc 


ome as regular issue of SPONSOR 

xcept bleed pages must measure 

8%" x t2'/«" per page. 


. . . and sell em 
in San Antonio 
with KONO radio 

March-April, 1958 Hooper shows 

17.4 % 

'?0.5 mornings — 14.8 afternoons) 




Average Share of Audience 
for KONO 

. . . and that's more audience 
than the total of SIX other 
local radio stations — including 
three networks. Want more 

See your || " |1 representative 
or Clarke Brown man 



49th a. 

Madison Ave. analysis 

Read your psychiatry article. 

Now, how about trying your hand at 
a little fiction involving an agency man 
and his client — both being treated by 
the same analyst unbeknownst to each 
other. Of course, what eventually hap- 
pens is that the analyst starts his own 
agency and steals the account. And 
the adman falls in love with psychiatry 
— gives up the ad game and becomes 
an analyst. Who knows what happens 
to the client! Where it really gets in- 
teresting is with the children of these 
three men! 

As I see it, this could be a serial 
type of thing that could run for maybe 
78 issues. 

Martin Katz 
Blair TV 
New York 

Nighttime radio 

Regarding the nighttime radio article 
in your May 10 edition, we recently 
sold Pabst Beer our 8:00 p.m. to mid- 
night block, Monday through Satur- ' 
day. Although our own experience in 
nighttime radio has been limited, we 
were able to show the Pabst men night- 
time radio potential through studies by 
RAB and articles in sponsor and other 
trade journals. We are convinced that 
nighttime radio, particularly during 
the warmer months, can be tremen- 
dously effective at bargain prices. 

Edd Routt 

gen. mgr., KNOE Radio 

Monroe, La. 

Perforated pages 

Editor, dear . . . love sponsor, wonder- 
ful magazine, peruse it from cover to 
cover, etc. 

OUT A PAGE of some particularly 
succinct and applicable article to route 
through the staff, and treasure in my 

Is it possible — could you — would, 
you — think over the possibility of emu- 
lating some of the other advertising 
trade magazines, and perforating your 
pages for easier tearing and treasuring? 
Have sustained paper cuts and othei 

31 may 195f 

assorted abrasions and contusions 
wrestling with that nice slick paper 
and those stubborn staples. 
Just a wishful suggestion. 

(Mrs.) Elizabeth P. West 

media dir. 

Bernard B. Schnitzer, Inc. 

• SPONSOR has been trying to work this oui 
for some time. 


I was most interested in your article 
on letter writing. It has always been 
our belief that the people before the 
set should take a more active part in 
our broadcasting system. Too few peo- 
ple realize that here in America the air- 
waves belong to the public, and that 
they have a right and responsibility to 
make their opinions known. . . . 

An individual may wonder if his 
letter will do much good, but when he 
is a part of an organization encour- 
aging letters, he is more apt to take 
the time to sit down and write. 

Important as it is to write letters, we 
must not forget that the man at the 
station is responsible for what goes out 
over this station. It should not be nec- 
essary for us to protest some of the 
programs based on crime and violence 
being broadcast when there is a large 
" audience of children. And what a 
: cowardly way to avoid responsibility 
to say it's the parents' responsibility to 
turn off the set. 

We're glad you are reporting the ac- 
tivities of our association in your fine 
. magazine. We have always felt there 
should be much closer relationship be- 
tween sponsor and listener. . . . 

I might add that sponsors should 
; take their responsibility more serious- 
ly. They should know just what they 
are putting on the air for children, and 
they should consult with people who 
know children. 

(Mrs.) Clara S. Logan 
pres., NAFBRAT 

Sponsor Directory 

Thank you very much for the Sponsor 
Directory. Our switchboard operators 
were quite tickled with it. 

We would very much like to have 
about six more of these for distribu- 
tion within our office. 

Evelyn B. Flynn 
pers. dir., 

Campbell-Mithun, Inc. 

• SPONSOR'S 1958-59 edition 


Everyone responds to KOSI's magic formula . . . playing 
host to more Denver families than any other station. Pulse 
reveals KOSI Number One Independent in a 16-station 
market. No wonder, Denver air is so refreshing . . . it's 
filled with the music Denver families like. Pulse, Hooper, 
Nielsen all agree . . . Denver ears are tuned to KOSI. 

Full impact . . .no double spotting! 

5,000 watts 

Denver is KOSI -land 


Petry i 

Mid-America Broadcasting Company 

SPONSOR • 31 MAY 1958 

It was a hard fight m 







Still is. In television the competition never lets up. It keeps going 
day and night, 52 weeks a year. And each year it gets tougher. 

With the final Nielsen Report now in for the October to April 
season (the period of peak audience competition among networks) 
it is now clear that all three networks have delivered larger 
audiences than ever-an average of 14% more at night and 15% 
more during the day. 

It is also clear that during this season the CBS Television Network 
-again attracted the largest average audiences in broadcasting- 
816,000 more homes at night and 115,000 more homes during the 
day than any other network with a full daytime schedule 
-achieved the season's largest audience for a single program- 
me 23 million homes that watched a Lucille Ball-Desi Arnaz show 
-presented more of the most popular programs than any other 
network-a monthly average of 6 of the top 10 
-won the largest number of program awards for adding new 
dimensions to the presentation of entertainment and the promotion 
of public information and understanding-a total of 60 
-earned a 16% larger investment from advertisers than the 
second largest advertising medium. 

Whether you consider it in terms of the biggest audiences, the 
most important awards, or the largest advertising investment, the 
decision is plain. The winner and still champion in every round, 
as it has been for the last 68 consecutive Nielsen Reports, is still. 




. • .and what a tcUsf 

Ardent advertisers are now enjoying the sweet kiss of sales 

success from the Nation's Sixteenth Television Market! 

Television Magazine credits the Charlotte-WBTV Television Market with 

689,882 sets, making this the Sixteenth Television Market in the Nation . . . First in the South ! 

Re-evaluate your expenditures. Call CBS Television Spot Sales for a date ! 

Source: Television Magazine Set Count, May, 1958 








Copy 601 

Production 595 

Art 244 

Casting 252 

Total creative. ... 1 ,692 

Other services 

Account handling, 
Marketing, Media, 
Research, Test 
Kitchen 374 

Total man-hours 2,066 

♦SPONSOR figures are based on 
depth interviews with Compton. 

-~ , 


Note agencies marshall all services into creating top-notch commercials. Th 

Knickerbocker commercials through Compton {above) are typical of the costly man 
hours agencies put into commercials planning today, and of the production value 

They "work like hell on the sell!" 

^ Competition for viewer attention coupled with the 
recession puts greater burden on effective television selling 

^ With show control reduced to a virtual veto only, 
agencies today put top creative effort into tv commercials 

TBy Evelyn Konrad 
he big tv agencies have moved 
their heavy artillery into a new battle- 
field: The focal point of creative effort 
todav is the tv commercial rather than 
the tv show. 

As the tv v.p. of one of the top 10 
air agencies put it: "The show's no 
longer the thing with us because we're 
confined to behind-the-scenes control 
only. Nowadays, we work like hell on 
the sell!" 

This renewed stress on the commer- 

sponsor • 31 may 1958 

cial, backed up by all the ammunition 
that agency marketing and research 
know-how can provide, began gather- 
ing momentum at the turn of the year, 
but is likely to make its biggest impact 
on agency tv department structure and 
advertising by fall and winter 1958-'59. 

Today, all eyes are on the commer- 
cial, and here's why: 

• Selling is tougher in 1958 and cli- 
ents demand results from tv invest- 
ments. While they're giving a closer 
look-see to effectiveness of tv expendi- 

tures, clients axe, at the same time, 
willing to invest proportionately more 
on the selling part of their network ef- 
fort than in years past. Only two years 
ago, clients in various product cate- 
gories spent, on the average, less than 
5% of gross time and talent network 
tv costs on commercials. (See sponsor 
19 March 1956 issue.) Today the pro- 
portion spent on commercials has risen 
considerably, cars leading the way, 
with 10-12% of their gross network tv 
costs poured into commercials. 

The reasons for new emphasis on 
commercials from the clients' view- 
point are apparent. Schwerin Research 
Corp., which has noted the trend to- 
ward more expensive and better-pro- 
duced commercials this year, pegs the 
cause this way: "The rising cost of tv 
programing and commercial produc- 
tion have sharpened the advertisers' 
critical eye. Their motto is 'Let's get 

more for our money' and this neces- 
sarily entails more than ratings. I be 
show is merely the vehicle." 

• As agency role in tv programing 
lias been reduced, competition for new 
business has begun to revolve increas- 
ingly around commercial effectiveness. 
\\ hile tv was in a sellers' market, the 
hii;-name tv v.p. of an agency became 
top management's ace-up-the-sleeve for 
attracting new clients. Today, how- 
ever, negotiating with networks and 
packagers in this buyers' market is no 
longer enough to justify chunky tv 
commissions. Track record in effective 
tv commercials plays as big, or bigger, 
a part in new client pitches as having 
an entry in the top 10 net tv show lists. 

"Tv continues to be a big factor in 
account switching this year," says 
Werner Michel, tv/radio v.p. of Reach. 
McClinton. "But today the agency with 

the best tv commercials can beat out 
the shop that only talks about its pro- 
gram-buying success. We're all hack 
in the basic business of creating adver- 
tising that sells.'' 

• It's harder than ever to get viewer 
attention for commercials. "Tv com- 
mercials have all improved over the 
years, and you compete with all of 
them," says Mark Lawrence, tv v.p. for 
MacManus, John & Adams. "Just as it 
has become more difficult to come up 
with something 'different' in program- 
ing, so has it become tougher to cop 
the lead in commercials." And agency 
tv executives point out that the "same- 
ness" of tv programing puts an added 
responsibility on the commercial. 

"With split sponsorships and multi- 
ple Westerns and quizzes, the only way 
the viewer is going to tie your product 
to the show is through your commer- 

cials," says the tv director of one of 
the top five agencies. "We almost have 
to work with an inverse ratio in mind: 
The less original the programing, the 
more creative commercials must be." 

This competition for viewer atten- 
tion has sparked a search for commer. 
cials that are, paradoxically enough, 
both unusual and sure-fire. For in- 
stance, Pontiac has capitalized on the 
"big-event" concept of tv advertising 
by putting star-studded humorous 
commercials into its tv specials, going 
so far as to purposely misspell the car 
name in the Silvers spectacular. 

The increased number of such spe- 
cials and prestige-shows has required 
the creating of commercials with high- 
er esthetic standards. Says Schwerin 
v.p., "Hike" Newell: "You can't lor 
had better not) follow, say, an Ethel 
{Please turn to page 58) 

Script is broken down with script girl by Actual filming at Btudio was -upervised by Robert Lawrence, pres. of his film company 

M. Slattery <r.) Compton; G. Schnitzer (far r.) ; G. Schnitzer, Lawrence v.p. who directed (center); G. Schloat, Compton v.p. 

SPONSOR • 31 MAY 1958 

Four years 

What will NTA's Ely Landau do next? 

^ The restless board chairman of National Telefilm 
Associates says that he's aiming for diversification 

^ Landau's new target seems to be station ownership, 
which he regards as better pickings than tv programing 

By Alfred J. Jaffe 

In the frenetic tv/radio industry, no 
one is making bigger headlines these 
days — or more of them — than 38-year- 
old Ely Landau, board chairman of 
National Telefilm Associates. The rea- 
son: Landau is moving fast toward di- 
versification in several areas, including 
tv/radio station ownership, theater op- 
eration, film production, film distribu- 
tion and is even in the process of add- 
ing a phonograph record company. 

The rise of NTA has been meteoric. 
Landau puts NTA's assets today at $40 
million and its net worth at $10 mil- 

lion. Just about five years ago, he had 
completed three 15-minute pilots at a 
total cost of $10,000 and was looking 
around hard for people who could take 
the burden of distribution off his back. 

NTA has not only gone up but out- 
ward, too, a reflection of the restless- 
ness of its board chairman. Tick off the 
areas into which this restlessness has 
taken the firm and you'll find there's 
scarcely a corner of the video business 
which hasn't been probed. 

It is first and primarily (at least 
now) a distributor of syndicated and 

movie film. It is also a producer or co-- 
producer of film for tv. It is also a film 
network. It is also a theatrical distribu- 
tor of film. It is also a station owner. 
It is also a distributor of non-theatrical 

NTA is still proliferating. Landau is 
negotiating with Elmer Rhoden's Na-- 
tional Theatres, one of the largest 
movie house chains in the country, for 
ways and means of joining forces. He 
is battling United Artists in court for 
a juicy prize: the Warner Bros. pre-'48. 
movie package. If victorious, Landau 
will be the only distributor with two 
major Hollywood packages. 

Things move so fast around NTA 
that at sponsor's presstime two more 
developments were the subject of active 
rumors in the trade. One was the pos- 
sible imminent announcement of NTA's. 
recording company. The other was the 
possible imminent announcement that 

Landau had nailed down his third tv 
station, reportedly an independent. (If 
a deal with National Theatres goes 
through, there will be a fourth station 
—the theatre chain's WDAF-TV, Kan- 
sas City, i 

In view of this hyperactive atmos- 
phere, it is odd to hear Landau talking 
about slowing down. He points out 
with indisputable logic, however, that 
the tv business itself has slowed down. 

Sounding more like a conservative 
banker than the fast-moving performer 
that he is, Landau said: "We are aim- 
ing for solidity in an industry that is 
showing signs of leveling off. After all, 
the number of tv homes is approaching 
the 90% mark. How much higher can 
it go? We came up fast because of our 
ability to latch on to a movie package. 
But the supply of the big movie pack- 
ages is gone." 

Cognizant of the feeling in some ad 
quarters that he has grown too fast, 
Landau added, "Don't forget that we 
haven't tried to make a fast profit out 
of the Twentieth Century-Fox package. 
We have a three-to-four years' supply. 
We haven't been selling our product 
like the other distributors have been 
selling their stuff. We release ours a 
group at a time, 78 at a clip. In that 
way we get the maximum out of a hot 
librarv of films." 

What are Landau's ultimate ambi- 
tions for NTA? When asked, he an- 
swers in conventional terms but he 
made a revealing statement in discuss- 
ing his station and web ambitions: 

"There's something about the tv busi- 
ness most people don't realize. And 
that's the fact that 71% of the money 
comes from the sale of time and 29% 
from the sale of programing." Consid- 
ering Landau's accomplishments with 
the 29%, it should not require any 
great mental dexterity to deduce that 
Landau's station ambitions extend to 
the maximum permitted by the FCC. 
And, considering Landau's keen eye 
for opportunities, it would not be sur- 
prising if, in NTA's inner councils, sta- 
tion ownership is already the tail that 
wags the dog. 

This explains partly Landau's inter- 
est in National Theatres. Landau has a 
firm, "No comment," when questioned 
about the movie chain but there's no 
doubt a merger would give Landau ac- 
cess to $17 million in liquid assets rest- 
ing in Rhoden's coffers. And it's been 
said that Landau, despite his brashness 
and confidence, is also eyeing, respect- 
fully, the corps of experienced hands 
that he could call upon in the event the 
two firms joined. 

With the deft way Landau handles 
money, there's no telling how many 

stations could be bought for $17 mil- 
lion. Landau busts his buttons when 
he describes the financial details of his 
purchase of WNTA-TV and WNTA 
I AM and FM), New York. 

NTA paid $3.5 million for the prop- 
erties, including the assumption of 
around $1 million in debts. "I've been 
offered $1,900,000 for the radio sta- 
tions alone," Landau said. "That means 
that I've bought a tv franchise in the 
country's biggest market for a million 
dollars. All the station needs now is 
programing parity. Who else has got- 
ten a buy like that? We put down 
$200,000 in cash, we make no pay- 
ments for two years and the balance of 
payments is extended over eight years. 
We'll do $4 million in business the 
first year and we'll be up to $6 million 
without much trouble." 

Though he's been successful in de- | 
ferring payments for the New York sta- 
tions, Landau's ambitions create an im- 
mense need for borrowed money and 
the success of Landau and others at 
NTA in swinging loans is in no small 
way responsible for the firm's rapid 
growth. Each group of Twentieth Cen- 
tury-Fox films, for example, require 
the outlay of nearly $6 million in cash 
within 90 days. Even were NTA to sell 
every film to every tv market within 
that span the immediate return would 

"We are aiming for solidity in an industry that is showing signs of 
leveling off. After all. the number of tv homes is approaching the 90% 
mark. How much higher can it go? We came up fast because of our 
ability to latch onto a movie package. Some people may think we came 
up too Fast but don't forget we haven't tried to make a fast profit out of 
the Twentieth Century-Fox package. We release features 78 at a time." 

"Station ownership is becoming more important with us. There s 
something about the tv business most people don't realize. And that's 
the fact that 71% of the money comes from sale of time, 29% from 
sale of programing. We got a good deal in our New York stations. 
We've been offered {1,900,000 for the radio station alone. So 
NTA bought a tv franchise in the biggest market for $1 million." 

SPONSOR • 31 MAY 1958 

still be only about 25%. Stations pay 
the remainder over 18 to 30 months. 
According to one analyst, NTA uses $5 
of borrowed money for every $1 of 

Money is no longer a major problem, 
Landau says. At the beginning, he con- 
cedes, "we did it with mirrors." At 
present, his track record opens finan- 
cial doors he would hardly dare knock 
on in his earlier days. 

The multi-faceted operations of NTA 
being what they are, it would be too 
much to say that Landau is concentrat- 
ing on any one thing right now. But 
there is no doubt that he is spending a 
considerable part of his working hours 
on next season's plans for the film net- 
work. NTA has put an estimated $200,- 
000 into promoting the network. 
Landau is out to sell nine hours of 
1 pre-cleared time a week, five of them 
during the day. The daytime offering 
marks the first time the network has 
gone into weekday strips. Landau has 
| sunk about $12 million into program- 
, ing the nine hours — more than $4 mil- 
lion for three half-hour series, This Is 
Alice, How to Marry a Millionaire and 
I Man Without a Gun; an average of 
I $100,000 apiece for 39 features; nearly 
I $3 million for 90 one-hour daytime 
< films, mainly reruns of top-priced 
shows that have appeared on the wired 
webs; $100,000 apiece for six Shirley 
Temple features. 

In putting a lot of steam behind the 
network and its shows, Landau is not 
unaware that there's a back door open 
in case his efforts come a-cropper. All 
the programing is grist for NTA's dis- 
tribution mill. "I'm no Don Quixote 
trying to fight a windmill," he said. 

The past history of Eli Landau will 
bear this out. However, while he has 
had a remarkably keen eye for the big 
opportunity, Landau worked in the 
shadow of anonymity for a number of 
years before his star blazed. 

While he was in Texas during the 
war his attention was attracted by 
Fritos corn chips and in 1947, when 
he was 27, he got a five-state north- 
east U.S. franchise for corn chips mar- 
keted, under the name of Pepcorn. Lan- 
dau reasoned they would be an ideal 
product for bars. Landau also noted 
| that of the 7,000-odd tv sets in the New 
York area, most of them were located 
in bars. So the Hanneil Food Corp. 
{Please turn to page 60) 

31 may 1958 

Pa. Dutch dinner 

, tv advertisers Rachel Sange 

ray Roffis, McC-E broadcast media supervisor, 
, Evelyn Lentz, Mr. and Mrs. Charles Ziegler 


I he problem of how to get a local 
advertiser's tv success story across to 
the national advertiser was neatly 
solved on 14 May by WLBR-TV, the 
Triangle Publications Station of Leb- 
anon-Lancaster, Pa. 

Joe Zimmerman, the station general 
manager, piled about 65 local business- 
men and their wives into four char- 
tered buses and brought them to New 
York City where they joined 200 ad- 
vertising agency executives in Park 
Avenue's Sheraton East Hotel for a 
Pennsylvania Dutch dinner staged by 

For many of the agency guests, it 
was their first actual contact with rep- 
resentatives of an area around which 
has grown many misconceptions. Be- 
cause the original German settlers who 
came to this part of Pennsylvania were 
simple, thrifty farming folk the idea 
quickly sprang up that it was just 
about the "toughest-to-sell" area any- 
where. The fact that several of the 
religious sects among these original 
settlers spurned education and any 
"new-fangled" inventions helped foster 
the notion. 

However, this early thriftiness (or 
what the Pennsylvania Dutch call 
"shpawrsom") paid off. Today, Leb- 
anon, Lancaster, York and the envi 
rons is not only a lush agricultura 
area but is a lively manufacturing cen- 
ter as well as a prosperous retail mar- 

ket. It probably is as recession-proof 
a community as any across the nation. 
Timebuyers at the party had the oppor- 
tunity of learning just how prosperous 
is the Pennsylvania Dutch country by 
meeting the merchants who live there. 

At the same time that WLBR-TV 
dispelled fallacies about the region, it 
drew heavily on its heritage for this 
unique promotion. Invitations to New 
York agency people were a series of 
Pa. Dutch picture postcards in the na- 
tive lingo: "We want you should visit 
our Pennsylvania Dutch country just 
now but if you can't, we will fetch it 
to you." After this teaser came invi- 
tations and follows-up: "It pleasures 
us to give you for dinner — and for 
free too. It gives the seven sweets and 
seven sours, mit schnapps too." 

In a way, the party served two pur- 
poses. Not only did it serve to ac- 
quaint national advertisers with local 
successes but it cemented the good re- 
lations between the station and the 
Pennsylvania German advertisers. For 
the latter had a day to remember. On 
arriving in New York, they were guests 
of WLBR-TV for theatre or ball game. 
Most of the men went to see the Yan- 
kees, while the majority of wives went 
to see West Side Story, Jamaica, Say 
Darling and other Broadway shows. 
To borrow from the station's slogan 
and the Pennsylvania Dutch dialect, it 
was a "wonderful good" time. ^ 

After "adult" Westerns- 
what? The mature 
and integrated look 

By Bill Miksch 

SCENE: On location with the Cactus 
Tv Films Co. in the Arizona desert. 
It's lunch hour, and the camera crews 
anil extras have retired to the shade of 
a mesquitc grove from whence comes 
the crackle of toasting marshmallows 
punctuated by the occasional squeal of 
a starlet. On a nearby corral fence 
perch two men, their gaze fixed heaven- 
ward on a hovering helicopter. One 
wears a sequins-trimmed cowboy suit; 
he is Sandy Trail, star of the new 
Western tv show, John B. Stetson. The 
other is distinguished by an enormous 
pair of dark glasses, chartreuse ascot 
and cocoanut straw calypso hat. He is 
Alaric Prawn, director for Cactus 
Films. The helicopter sets down and 
jettisons a lean, bouncy "Eastern" type 
youth with a dispatch case — Buzz 
Beaker, assistant tv producer for Madi- 
son Avenue's Finn & Haddie Agency. 
ALARIC: Buzzie boy! What a sur- 
prise! Sandy, this is our "angel." 
SANDY: [Quietly but with strength) 
Howdy, pardner. 

151 'A'/.. [Incredulously) You mean this 
is Sandy Trail? But he's so short. On 
tv he comes out looking eight feet tall! 
ALARIC: Sand) only works with ac- 
tor- under five feet, and they all ride 
ponies. By the way, Buzz, did you get 
tin- rushes on our latest episode? 
BUZZ: Yon bet; that's why I'm here. 
Our account bought this show on the 
strength of a great, off-beat pilot. 
Nothing you've turned out since re- 

motely resembles it. What's happened? 
ALARIC: Now, Buzz, be reasonable. 
You bought a terrific title — John B. 
Stetson: The Man Who Made Hats for 
Western Eggheads. It's a natural, com- 
ing on the heels of Jim Bowie, Wyatt 
Earp, Sugarfoot, Jefferson Drum — 
SANDY: Cain't miss, pardner. 
BUZZ: But it is missing! The story 
line has fallen apart. Let me refresh 
you on that pilot; it was in the true 
traditional adult Western style — 
"Which way'd they go?" "Thattaway." 
"We'll head 'em off at the ford." Gal- 
lop, gallop, gallop — Bang! Bang — 
SANDY: Shucks, that's for non-inte- 
grated folk. 

BUZZ: (Puzzled) Now where did he 
pick up a word like "non-integrated"? 
ALARIC: Skip it, Buzz. Get on with 
your complaint. 

BUZZ: Well, every can you sent us 
since the pilot has been off the track. 
There was the episode where Sandy 
here was a papoose-sitter for an In- 
dian squaw. Is that your idea of 
rugged Westernism? And in the last 
show, Sandy kisses the girl while his 
horse rides off alone into the sunset! 
SANDY: Doggone, that hit me as right 
good — it symbolized the sex drive in 
disassociation from occupational frus- 

BUZZ: {Clutching his crew cut) Al- 
aric, what the blazes is this idiot try- 
ing to say? 
SANDY: Mistah, when you call me 

"sick" — smile! 

BUZZ: Look, all I want to know is why 
that horse galloped off alone into the 

SANDY: He's a neurotic hoss. He': 
queer for sunsets. 

ALARIC: (Brightly) That's right 
Buzz. There's nothing unusual about ; 
neurotic horse. Look at Silky Sulli 

BUZZ: Now listen, you guys. We're ;l 
pretty liberal agency on the subject o 
show control. Velvet fist in iron glov 
and all that. But we must draw th< 
line somewhere. For example, that In 
dian of yours — Chief Hot Running Wa 
ter, or whatever his name is. On. 
week, he's the villain; the next, he' 
Sandy's sidekick. We get letters. 
SANDY: The Injun's a schizo. 
ALARIC: That's right, Buzz. We thin 
it's a nice touch. Frankh . after m 
shot the pilot, we got to thinking tha 
if we just want a plain old wel 
justed, sado-masochistic Indian 
could use a wooden one from a ci^a 
store. So for realism's sake we WTol 
him in a split personality. 
SANDY: Sure, pardner, now this her 
Injun comes alive. Sometimes he 
withdrawn, the result of a deep-roote 
Oedipus complex that began wit 
wrong post-natal feeding. Then he s 
friendly Injun. Other times he su 
fers hallucinations brought about h 
the pressure of belonging to a mino 
ity group. Then he's a bad Injun. 

31 may 195 

BUZZ: And I'll be a loco Injun if I 
isten to any more of this Freudian 
lonsense! What's got into you guys? 
\LARIC: Buzz, please don't get over- 
wrought in this hot sun. 
BUZZ: Well. I am overwrought! I got 
Trendex to think of. How do you jus- 
ify an episode where the intrepid 
Sandy Trail backs down from a fight 
■vith a gang of rustlers, and then slinks 
jff to his ranchero to toss a salad? 
Really! First our hero "chickens out," 
hen he tosses a salad ! 
\LARIC: It was a chicken salad, 
fou've got to dig the symbolism. 
SANDY: Besides, I've rid myself of 
iggressiveness and group-hostility. 
5UZZ: ( Furious) That ties it! I'm 
;oing to get to the bottom of this, 
ivhat have you guys been up to? 
\LARIC: (Shamefaced) Tell him. 

SANDY: Sure, pardner. I'll let him 
lave it straight cause I ain't a'scared 
)f him nohow seeing I got me an iron- 
clad contract. Alaric and me have 
; rone into analysis. 

ALARIC: (Nervously) For the good 
)f the show, Buzzie old boy. 
3UZZ: (Deadly) An iron-clad con- 
tact, eh, Sandy? Well, we'll cancel it 
low. Reach for your gun. 
5 ANDY: Don't carry none since I got 

BUZZ: Ah, but I do. (Whips out a 
■ olt 45. Two shots later, Buzz returns 
done to the helicopter. ^ 

Drawn for SPONSOR by Norma Erler 

31 may 1958 

Spot tv and newspapers 

* CBS Tv Spot Sales 
compares their audiences 

^ Rep finds tv's audience 
is larger than newspapers' 

WBS Tv Spot Sales has turned its 
Cume-Rule study into ammunition 
aimed at newspapers. 

The Cume-Rule, released in January, 
was based on a special!) commissioned 
Nielsen study showing the cost and 
audience reached by day and night 
chain break announcements in various 
numbers of markets. 

For easy calculation, the rep firm 
put the figures, which included un- 
duplicated audiences over one and four 
weeks, on a stiff card which operated 
like a slide rule. Hence, the name 

The same figures have now been 
used to compare with newspaper buys 
costing the same amount of money. 
Comparing costs in the top markets in 
multiples of 15 (and going up to a 
maximum of 75 markets) the data 
indicates more audience delivered by 
the video medium. 

Two basic comparisons were made. 
In one case three nighttime announce- 
ments on CBS TV stations were com- 
pared with five-eighths of a page in 
the leading newspaper in the same 
markets. In the other instance, 12 day- 
time announcements were compared 
with one-half page ads. 

Audiences were compared on a po- 
tential and delivered basis. The poten- 
tial audience comparison was tv homes 
in each market vs. newspaper circula- 
tion. Delivered audience or home im- 
pressions was given for tv but not for 

However, the CBS Tv Spot Sales 
study pointed out that the Starch 
"noted" averages for ads of five-eighths 
t<. a full pa<:e is 'MY/< and for half 
page ads is 19%. These percentages 
have been applied by SPONSOR against 
the newspaper circulation figures in 
the charts at right. ^ 

Compari-.ii it righ usee I I'." -union and 
the leading newspaper in each mark<t. Tv 
audience figures air- from the Nielsen Tv 
fades a- ol <),t..N„v. 1957. The nighttime 
schedule i- based on announcements at 8:00 
p.m. Monday, 9:00 Wednesday; UhOOFriday. 
The daytime schedule covers 12 announce- 
ments between 9:00 a.m. and 6:00 p.m., Mon- 
day through Friday. Tv costs are one-week 
rati-; newspaper costs from SRDS. Figures 
in parenthesis an- based on Starch averages 
mi "noting" ail- i -«■.■ explanation in 











Potential Audience 
Delivered Audience 







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" i 



i/ 2 PACE AD 




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• 31 MAY 195 

Seaboard buys spot to sell money 

^ Originally a small loan company on the West Coast, 
Seaboard Finance Co. now has offices throughout the U.S. 

^ Spot radio jingles have been advertising backbone. 
Current series sells "Yenom," money spelled backward 

In the midst of today's somewhat 
:loomy financial atmosphere Seaboard 
inance Company, headquartered in 
.os Angeles, Calif., is proudly noting 
in 18% gain in dollar volume, totaling 
lightly more than $200 million for the 
ix months from 1 October 1957 to 31 
.larch this year. 

A considerable part of the credit for 
etting a new record during this soft 
'usiness period belongs to spot radio, 
ays Paul Appleby, Seaboard presi- 
ent. Though sales contracts dropped 
1%, personal loans shot up some 32% 
uring the period, accounting for Sea- 
card's healthy record. 

Seaboard is backing up its belief 
lat spot radio will generate new busi- 
ess with an appropriation of nearly 

I million this year, sponsor estimates. 
his includes spots to run in 398 cities 
i 50 major and 100 minor markets 
cross the country, and in Canada and 

The company operates nation-wide, 
ut separates its advertising into three 
ivisions — western, eastern and south- 
rn. In the western and southern di- 
isions, about 90% of the ad budget 
Is allocated to radio; the balance is 
!)lit between tv and newspaper ads. 
i the eastern division, newspapers 
ave a slight edge. 

"Having our advertising supervised 
V three regional divisions," explains 
estern division ad manager William 
• Van Dyke, "enables us to handle 
Ivertising on a market-by-market ba- 
; s. Since each of our offices is, in ef- 
ct, a local business serving the corn- 
unity in which it's located, we find 
valuable to have this kind of close 
orking control over our advertising." 

II three advertising managers report 
rectly-to president Paul Appleby in 
as Angeles. 

The current Seaboard campaign is 
"It around the theme "Yenom," 
hich is, the transcription points out, 
noney spelled backward." The voice 
i these e.t.'s is, as it has been for 17 

'ONSOR • 31 may 1958 

years, that of Mel Roach, account ex- 
ecutive on the Seaboard account at 
Frank Bull & Co., Los Angeles. The 
Bull agency has represented Seaboard 
since the beginning of its commission- 
able advertising in 1937. 

Actually, Seaboard has used jingles 
in its radio advertising for many years. 
The current "Yenom" campaign is an 
extension of the jingles. The theme is 
a light approach to what is usually 
considered an un-funny problem: need- 
ing extra money to meet bills or pay- 

The first commercial in the "Yen- 
om" series was recorded and put on 
the air 15 years ago. There have been 
subsequent series on the same theme 

The idea is, basically, that "Yenom" 
is a cure-all: for eyesight troubled by 
figuring the budget nightly; for "back- 
aches caused by too many back bills," 
and as a "bill killer in its own right 
when sprayed on." 

Here is a typical sample from the 
series now running: 

(E.t. opens with singing jingle, fol- 
lowed by announcer saying:) "Folks 
'Budgetitis', an inflamed condition of 
the budget, is common this time of 
year. Watch out for it! Most frequent 
symptoms are blood-shot eyes, sleep- 
lessness, stinginess, afraid to answer 
door or telephone, fumbling for lunch- 
eon checks. It is caused by a large de- 
posit of unpaid bills on your doorstep 
due to taxes, insurance, new car mod- 
els and spring styles. At the first sign 
of this annoying budgetary upset, get 
YENOM, the new green vitamin. 
Y-E-N-O-M, money spelled backwards. 
Gives fast relief. Apply for prescrip- 
tion at nearest Seaboard Finance Co. 
office." (Live tag follows.) 

All of the commercials in the series 
are one-minute. They open with the 
Seaboard singing jingle with a catchy 
tune. Incorporated in this is the line 
"The difference with Seaboard's the 
service." Following the announcer's 

voice with the "Yenom" copy, there is 
a live tag, to tie in the address of the 
local branch or branches in the area 
covered by the station. 

Here's how this campaign came into 
being. "A couple of years ago we de- 
cided it was time to think about a new 
approach in our commercials," recalls 
Mel Roach. "We have found that jin- 
gles always work well for us, so we 
started with that in mind. Adding the 
light touch af "Yenom" was simply 
carrying jingles a step further," he 

"But after we had worked out the 
idea, we began to have second thoughts 
about it," he continues. "Were we 
right, we wondered, to approach the 
matter of treating money troubles in a 
light, and even humorous, fashion? We 
decided, however, that a joke might 
make a man smile and leave a pleas- 
ant recollection, even if we were joking 
about his money worries." 

The worries were not yet over. "Af- 
ter going ahead and writing the series 
and distributing e.t.'s, we became wor- 
ried all over again," Roach remem- 
bers. The reason : rave reactions to the 
commercials began to come .in from 
stations and from others in the busi- 
ness. "So we worried: would we find 
ourselves guilty of 'ivory tower' adver- 
tising," he says. 

Quite the contrary, notes Frank Bull, 
owner of the agency bearing his name. 
Results are demonstrably excellent in 
terms of new business. 

They have another virtue, Bull notes. 
"They are a triumph from the creative 
standpoint when you consider that 
finance company copy is the most re- 
stricted of any except the liquor indus- 
try," he says. In most states, it seems, 
all finance company advertising must 
submit to, and be approved by, a loan 
commission and bank examiners." 

It's estimated that Seaboard experi- 
ences about a 10% cost factor in radio 
advertising. This is borne out, gen- 
erally, by a recent check in Sacra- 

mento, Calif. During a six-month pe- 
riod some SI, 800 was spent in radio 
spots. During that time 45 people, 
who said they heard the radio spots, 
borrowed an aggregate of $15,000. 

Seaboard Finance Co. is the third 
largest of the small-loan companies 
( following Household Finance Corp., 
Chicago. III., and Beneficial Finance 
Co., Wilmington, Del. From a small 
start in the late Thirties the company 
grew to \'2 offices in four states 1>\ the 
beginning of \\ orld \\ ar II. 

As of the middle of this month the 
company had 498 branches. It is still 
growing at a rapid rate. In the 90 
days between mid-February and mid- 
May, for instance, the company added 
25 branches. Additional expansion is 

Having such a large number of 
branch offices, of course, creates addi- 
tional effort in planning and schedul- 
ing advertising in order to tailor it to 
local situations. But there is this ad- 
vantage: each of the 498 branches can 
be relied upon to "feed back" infor- 
mation to its district advertising super- 

William Van Dyke thinks of the 
branches as individual "rating serv- 
ices," at the company's disposal. He 
explains that a branch can provide 
considerable advertising information 
from its manager, office personnel, loan 
interviewers, and new customers who 
come in as well as from its monthly 
business reports and graphs. All of 
these, he points out, are in addition to 
regular available standard rating in- 

Here's how this source of informa- 
tion is tapped, once a new branch of- 
fice is opened: 

Following the selection of a branch 
location by one of the company's 60 
regional managers, and the hiring of a 
new manager to be in charge of the 
branch office, the divisional advertis- 
ing manager visits the new location. 

"Talking to people is as important 
as talking to radio stations," explains 
Van Dyke. "That's why a visit to the 
new town is a must for a division ad- 
vertising manager. 

"Whom do we talk to?" he asks. 
"Hotel clerks, taxi drivers, storekeep- 
ers, — anyone who listens to radio We 
ask them what station they listen to, 
and why. That's what we really want 
to know. 

"Then we add the findings of our 
own little 'survey,' and correlate this 
with the information given us b) the 

Checking current spot 
Paul Appleby, presid 

stations, including any availabilities. 

"Another factor we consider is 
whether there are any similar accounts 
already on a station and, if so, how 
many," Van Dyke continues. "This 
influences our decision because while 
similar accounts tend to earmark the 
characteristics of the station Seaboard 
is looking for, too many competitors 
can dilute our message." 

Seaboard frequently expands by ac- 
quisition of existing smaller loan com- 
panies. The procedure for determin- 
ing advertising, however, remains 
about the same. 

"In that case we talk to inherited 
personnel," Van Dyke says. "We find 
out what they are doing in the way of 
advertising, and what results are be- 
ing obtained. After this, we survey to 
see if the advertising is profitable. If 
results are good, we retain the pro- 
gram but switch to our own copy." 

A comprehensive media program is 
used when a new office is opened. How 
this program is established is related 
by Frank Bull, agency president: 

Direct mail: "In a new office we 
purchase local lists, and send out an 
announcement that says 'there's a new 
kid in the neighborhood.' In a take- 
over area, we circularize the former 
company's present and former custom- 
ers, announcing that ownership has 
changed, but that personnel are being 

Telephone Directory: "'When does 

it come out?' is one of our first que 
tions in a market. You can't do bus 
ness without a telephone." 

Newspapers: "Except in certail 
areas of the eastern division, whei 
they account for a high percentage ( 
the budget, newspaper advertising 
confined to announcement ads, pit 
editorial aid and news pictures of tl 

Radio: "A 13-week firm contract c 
the station (or stations) selected. Yc 
cannot buy radio for 30 days, then ci 
it off. If it's not pulling, you mu 
analyze why, then act accordingly." 

Sometimes a change of schedule 
indicated. Bull continues. "Instead i| 
three or four spots a day throughoi 
the week, we might try weekend sati 
ration. Another problem sometirm 
occurs when a buy we expected wou 
produce business for many offices in 
large area proves not to be equalh e 
fective for all offices. The importai 
thing is," he emphasizes, "to find o 
where the trouble lies before takii 

After the advertising starts, loan ij 
terviewers begin gathering inform 
tion. The surveys include the questio 
"How did you happen to come to Se 
board?" If the answer is "just dri 
ing by, a neighbor told me how ni 
you were, etc." a second question f< 
lows: "Have you ever seen or hea 
any of Seaboard's advertising?" 

"This gives an insight into peneti 

31 MAY 19J 

ion and what media are producing 
)usiness," Bull points out, "while 
nonthly reports reflect advertising ef- 
ectiveness over a period of time." 

Another consideration is the attitude 
>f the local manager. A steadily-rising 
•urve may indicate that the advertis- 
ng is pulling, but if the manager isn't 
lappv with it, his reasons are weighed 
igainst the campaign's success. 

Seaboard's "Yenom" campaign has 
i strong merchandising value, says 
Jill Asay, "Yenom" copywriter at 
hill & Co. "Back in the Thirties, when 
>e used a ship's whistle as an identifi- 
ation on radio, kids used to pass Sea- 
card offices and imitate the shrill 
, histle. Today they've picked up our 
urrent campaign and now when they 
as? they pipe in 'Yenom','' he says. 
"This is penetration," he emphasizes. 
It's also merchandising because it cre- 
tes a set of factors that give point-of- 
.ale impact." He cites the following 
ccurrences to demonstrate his idea: 
Checks arrive at Seaboard offices, 
lade out to "Yenom." Envelopes are 
jmetimes addressed merely to "The 
tenom' Company." 
A barrage of letters — "100 now to 
ne before" — some addressed to Sea- 
1 nard president Paul Appleby, some to 
j The 'Yenom' Company," but most to 
;ie local Seaboard branch, comment 
a the campaign. "This awareness of 
'cation, obtained from the live tag to 
ie commercials, is invaluable," Asay 

Requests for window decals of the 
[ ^aboard symbol are received from re- 
ilers and wholesalers for whom Sea- 
card carries commercial paper. (In 
I 'me states a personal loan company 
i in only finance up to $300, in others 
|) to $600, etc., so a separate corpora- 
m — Seaboard Acceptance Company 
is established to carry contracts in- 
| >lving larger amounts. ) 
i "While Seaboard Acceptance Co. 
>es not advertise directly, our success 
popularizing the name Seaboard has 
oved a big selling point in landing 
mmercial accounts," explains Asay. 
t becomes a merchandising tool to 
11 a dealer the way a good merchan- 
'ing aid can help sell a grocer." 
Seaboard looks forward to continu- 
? expansion, says president Appleby, 
th consequent pacing of advertising, 
sed on the company's successful 
owth thus far, it seems safe to sup- 
se that spot radio can look forward 
a continuing and, possibly, increas- 
l share of Seaboard's budget. ^ 

onsor • 31 may 1958 


IVIost hour periods show an increase in viewing during April 
compared with corresponding month last year, ARB figures show. 
This upbeat data is a continuation of a trend going on for some 
months. The figures below show this picture is true by time 
zones as well as by total U. S. (Total U. S. figures are based 
on eastern time across the country.) Only exceptions are certain 
late afternoon-early evening times. 

Average tv sets-in-use by time zones, April, 1958 
Monday thru Friday daytime 





































12:00 Noon 









1:00 PM 













































Sunday thru Saturday evening 

6:00 PM 33.5 34.7 46.4 45.5 39.1 39.7 27.9 














































12:00 Midnigr 

t 11.3 








So you want to buy a ra 

Standing proudly in front of their own ra- 
dio -tution are (1. to r.» John Hopkinson and 
Quentin Sturm. Taking over last September, 
with losses at $1000 a week, the pair shaved 
them in October, minimized them in Novem- 
ber, went in the black in December. Each 
month since has been increasingly profitable, 
and it was done with no staff change except 
management. The secret was consistent sell- 
ing, of new ideas, copy slants, ways of mer- 
chandising air time. Though commonplace in 
cities with heavy competition, this is radical 
departure outside, they report. Result is that 
rates have been boosted 50% without the 
loss of any except seasonal business. 

I here"? a little of Walter Mitty in 
everybody, but for people in the busi- 
ness of radio and tv it generally takes 
a specific form: of one day buying an 
operation, or at least a piece of one. 

Two vears ago this idea crystallized 
between two Chicagoans — John Hop- 
kinson. who headed his own rep firm 
and Quentin Sturm, an account execu- 
tive at WIND. Today they are part- 
ners in WKAB, a 1000 watt daytime 
radio station at 840 KC, in Mobile, 
Alabama. Here, in Hopkinson's words, 
is the story of how it came about: 

"The first decision that my partner, 
Quentin Sturm, and I made was the 
easiest. We decided to buy a radio 
station. From then on things got 

"First, how do you get one? For the 
past five years there's been a sellers' 
market in stations. Any station, any- 
where, that shows even small profits, is 
asking box car figures. The rule of 
thumb for selling price is one-and-a- 

half to two times annual gross billings, 
and the figure can go higher if rea! 
estate is involved. 

"You need cash, and lots of it. Don'l 
look for much help from a bank; the\ 
look for collateral. What collateral? 
The equipment probably has a resalt 
value of $16,000 tops. But you do havt 
an alternative — find a 'sick' or 'crip 
pled' station, losing money because o 
poor management. 

"But let's go back a bit. Mv par! 
ner and I decided to start looking ii 
1956. For obvious reasons we mad 
every 7 effort to be hush-hush about ou 
plans. However, the secret leaked ou 
fast and it was then that I learned o 
the tremendous interest that everybod 
connected with the radio business, an 
even advertising, has in buying a ste 

"We not only were queried by even 
one we were ever in contact with, bt 
used to receive from four to five calls 
week from total strangers to us. A 

Johnson Motors takes plunge in netwi 

^ With little experience in tv, this outboard motor 
maker bought three specials that built traffic and sales 

Johnson Motors, Waukegan, 111., 
manufacturer of outboard motors, took 
a deep plunge in tv this spring. The 
dip was rewarding and more than met 
expectations in creating interest and 
-ale-, company officials report. 

Johnson made the splash with three 
springtime Bob Hope "specials" on 
NBC TV. These hour-long shows had 
major penetration, averaging about a 
L50-statiorj lineup for each. 

Purchase of the shows represented 
a major in vestment for Johnson, spon- 
sor estimate- the company's total ad 
budget to lie aboul $2 million. As a 
relief-time buj it". a safe bet that the 
three show- took about a third, $700,- 
(100. of tin-. 

The buj was dramatic from the com- 
pany's point of view. In its 35-year 
history, it has become the top lineage 

advertiser in boating and outdoor 
magazines. But it has never used ra- 
dio, and its only previous tv experi- 
ence occurred about three years ago 
when it bought a few announcements 
on NBC TV's Today. 

Still, the belief that the product was 
right for tv did not diminish. For 
three years J. Walter Thompson Co., 
Chicago office, Johnson's agency, re- 
searched tv to find the right vehicle. 
JWT believed this research had pro- 
duced three specific tv requirements 
for any show sponsored by Johnson: 

1.) It had to be a prestige show; 

2) It had to attract a comprehensive 
all-family audience; and, 

3) It had to offer strong merchan- 
dising opportunities. 

The three Hope specials, running on 
5 February, 2 March and 5 April, 

seemed to fulfill these basic requir 
ments, as well as provide the impo 
tant added bonus of seasonal timing. 

According to Johnson's market re 
ords, outboard motor buying begins i 
February, builds up through Marc 
and April and hits peak sales in Ma 

The company felt that the Hoj 
shows more than met the prestige r 
quirement. This was especially impo 
tant because Johnson introduced, th 
spring, its new "V" block engine, tl 
first in outboard motors. 

The audience requirement seeim 
equally well taken care of. JWT r 
search of previous Hope shows i 
vealed the following audience chara 1 

More medium and large-sized fan 
lies view Hope than one and two-mei 
ber families; it attracts an above-av< 
age number of viewers per set — S| 
against a 2.5 average; the audien 
breaks down into 45% women, 38 
men and 17% children; a higher pi' 
portion of "young" families view 



^ Owning a radio station is an ambition of many people 
in the broadcast business. Here's how two men did it 

iad in mind the same thoughts: 'You 
ellows are doing something a friend 
ind myself have been dreaming of 
loing for some time now. How do you 
ro about it, etc. etc. etc.?" 
"Frankly, we never were invited to 

many free lunches in our lives. The 
nterest came from every type of per- 
onnel working in stations, which is 
tot too unexpected. But what did sur- 
irise us was the eager attention we got 
rom reps and timebuyers in agencies, 
lot to mention account executives. 

"We spent a year looking. We con- 
acted brokers first. We also contacted 
wners directly by taking the first 100 
larkets and using SRDS listings. We 
liminated all NBC and CBS stations 
nd well known or large successful 
perators, for obvious reasons. But be 
ure the letter goes to the owner; we 
■arned the hard way that inquiries 
lat went to managers of stations that 

eren't doing well were often thrown 

1 the wastebasket. 

"We got about a 65% response. 
Some, of course, were really not inter- 
ested in selling, but just seeing what 
price their station might bring. But 
the type we were seeking, those losing 
money, were quick to answer, and 
mostly by phone, to keep negotiations 

"Interestingly enough, in practically 
every station offered for sale, there was 
a weak management, with a lack of 
good sales personnel, and an owner 
unable to find replacements. Of course, 
there's always the inducement of a 
capital gains tax situation, too. 

"So far, so good. We had spent 
some time, and learned where there 
were some stations for sale. Now we 
entered the second phase; how do you 
evaluate the station in terms of poten- 
tial, to arrive at a reasonable price? 

"You must approach this from two 
directions — national revenue and local 
revenue. The first assumption is that 
you will be the leading station in the 

market after allowing an adequate pe- 
riod (say three months) for your new 
programing to take hold. This assump- 
tion is not meant to be overbearing, 
but it is necessary because this is what 
controls national business. The value 
of national business, both from the 
revenue point of view and good com- 
mercial sound cannot be over-empha- 

"Next, analyze published FCC fig- 
ures to determine the flow of national 
business into the market. You can cal- 
culate that once your high ratings are 
established, you can expect to get a 
major percentage of that business. And 
that's your clue as to the amount of 
national business you can expect to 

"Now for the local side. First check 
the local rate structure; that is, see 
what the competitive stations in town 
are getting for a one minute spot. 
Check Pulse and/or Hooper ratings of 
I Please turn to page 73 ) 

comes up with new sales 

These characteristics are important 

Johnson. The company has done 

msiderable research on outboard mo- 

•r buying motivation. It knows, for 
stance, that families constitute the 

i *st market for outboard motors, and 

i at there are more sales to families 

;ith several children, than to those 
ith only one or two children. 
The third requisite, strong merchan- 

' sin g opportunity, was exploited fully 
Johnson and the agency. Prior to 
e first show, the company coordi- 

jited merchandising with its 4000 

[alers across the nation. 
After explaining the campaign, and 
i purpose to its dealers, Johnson 
essed the value of special tie-in dis- 
ays featuring Bob Hope. It made 
ne-in mats available and it advised 
dealers to buy adjacencies. 

j Johnson's account supervisor at 
VT, Carl Von Ammon, explains the 
ilosophy this way: "Network tv is 
tually a local medium," he says, 
iewers identify the show with their 

onsor • 31 may 1958 

own local station, creating the ideal 
psychological climate for dealer tie-in." 

A further advantage of the specials, 
Von Ammon says, was that they were 
presented on pre-empted time, leaving 
adjacencies unsold and available for 
dealers to pick up. 

Dealer cooperation was strong. For 
the three shows an average of more 
than 75% of the dealers was repre- 
sented with adjacencies. Results were 
reflected almost immediately in attend- 
ance at the "all family boat shows" 
conducted at each dealer's showroom. 

The three-shot campaign was a suc- 
cess. Why? The choice of the show 
was excellent, believes W. H. Jonas, 
Johnson director of sales and adver- 
tising. But also important, he believes, 
was the merchandising cooperation at 
local dealer level, and the lead ins and 
lead outs provided by Hope himself. 

Although Johnson Motors has not 
as yet firmed its schedule next year, 
it will not be surprising to find network 
tv coming back for an encore. ^ 

Congratulating Bob Hope on the three spe- 
cial* is W. H. Jonas, Johnson's director of 
sales, advertising. For Johnson the network 
shows vindicated a belief that tv was an 
ideal medium to demonstrate the easy opera- 
tion of its motors. The company and its 
agency were particularly interested in the 
Hope shows because they created (1) a pres- 
tige climate for its newly-introduced "V" out- 
board motor, the first one in the industry, 
(2) reached the largest family market, a 
strong factor, and (3) offered the strongest 
merchandising opportunities. 

•Latest NTI: April 6-19, 1958 


t is not particularly surprising that a company whose 
business is involved with other people's future should 
be astute about insuring its own. 

Convinced that for companies, as well as for people, 
the present is the best time to protect the future, the 
Prudential Insurance Company renewed its schedule 
on the CBS Television Network — a program series which 
averages 23 million viewers each week. 

Each year since 1950 Prudential has placed increasing 
reliance on the persuasive power of network television. 
Last year, for example, it devoted more than two-thirds 
of its entire advertising appropriation to television. 

Prudential buys insurance © 

And apparently with notable success. Prudential reports 
"Our 22,000 agents throughout the country are proud to 
be associated with CBS Television in a programming 
venture with the scope of The Twentieth Century. 
They consider television a tremendous help in winning 
the confidence of potential policy holders.'* 

In the present period of stiffening competition American 
business employs the most efficient sales tools it can get 
—which is why more and more advertisers are announcing 
their renewals on the CBS Television Network each week: 
Lever Brothers, S. C. Johnson, Liggett & Myers, U. S. Steel, 
the Nestle Company and Westinghouse. 

Like Prudential, they find their best insurance in the 
network whose vital statistics reveal that for the past 
68 consecutive Nielsen Reports* it has provided the 
largest nationwide audiences in all advertising. 


With more emphasis on creativity. SPONSOR ASKS: 

What are the advantages of origin 

Four experts in the field not only 
list the advantages but tell why 
they feel original scores prove 
more economical, more sueeessful 
in setting mood for eommereial. 

Edward F. Flynn, vice president in 

charge of musical production, Lennen & 
Newell, Inc., New York 

Only way to 
achieve unity 
of pictures 
and sound 

An original score has many advan- 
tages. First of all, it can be depended 
upon to help create the "mood" of a 
spot. I believe an original track for a 
tv commercial can do just what the 
original score does for a feature film 
— help to condition the viewer by sup- 
plying him with a musical mood befit- 
ting the story or product being pre- 
sented on screen. 

Though the viewer may not be con- 
sciously aware of the background mu- 
sic, it plays its part in registering the 
message. Here is a completely legal 
"subliminal" commercial aid that is 
often overlooked. An original track, 
styled for a particular commercial 
mood, can actually aid a viewer's in- 
terpretation of the copy points being 
made. It can heighten emphasis of the 
more important selling phases and 
even lend credibility to a demonstra- 
tion of the product. Furthermore, an 
original score can give movement to 
the commercial, can help advance the 
plot through introductory scenes to the 
selling conclusion. 

I have never known a producer who 
would attempt to do a commercial 
using "nl\ stock footage. Yet, I have 
seen man) well-written and otherwise 
well-produced commercials lessened in 
effectiveness through the use of stock 
or lil.rary music. Such music is gen- 
erally an "accompaniment to" a film 
Btoi \. rathei than a "pari of th<- storj 
itself. It takes an original score to 

achieve complete unity of pictures and 

Given the right instrumentation and 
carefully recorded to highlight and 
emphasize the picture values, an orig- 
inal piece of music can add much to 
the memorability of a tv spot. People 
generally find it easier to remember a 
musical strain than a paragraph of de- 
scription. They remember words more 
easily if accompanied by music. Hence 
the success of the jingle as we know it 
in broadcast advertising. 

Though the extra costs might be a 
deterrent in some instances, I feel sure 
the selling effectiveness of many com- 
mercials can be measurably increased 
with the addition of original scores. 

Mitch Leigh, creative director, Music 

Makers, Inc., New York, advertising music 


Good score 
viewer for 

The fact that there are advantages in 
employing original scoring for tv com- 
mercials has been proved by its in- 
creased use. As recently as three years 
ago, less than 5% of filmed tv com- 
mercials contained original music. At 
present, over 50% are originally 
scored for specific commercials. This 
not only makes Music Makers happy; 
it delights the advertisers and adver- 
tising agencies who use our services as 
well. They have found that original 
scoring has helped increase sales. 

Some of the advertisers who can at- 
test to the effectiveness of original mu- 
sic scores in tv commercials are The 
Chemstrand Corporation, The Pruden- 
tial Insurance Co., Alcoa, Procter & 
Gamble, Lever Bros., Gallo Wine, 
Conti Shampoo, Scott Paper Co., 
Schick Electric Shaver, General Elec- 
tric, Ford Motor Co., Armour & Co., 
and Mueller's Macaroni. 

Whether the product or service sel 
for millions or for pennies, one of tl 
things that the above have in commo 
is the successful use of original sco 
ing in their commercials. Here ai 
some of the reasons: 

Custom music sets and maintains tl 
"feel" or mood of the commercia 
complementing the copy approach ar 
the mood of the photography. It ah 
acts as a cohesive and elisionary fore 
joining (as a unifying thread) all tl 
individual scenes and special effec 
and the narration and changing mooi 
from, for instance, the "groundworl 
opening to the "hard sell" or "nuts at 
bolts" section of the commercial. 

Perhaps the most important adva 
tage of original scores is, that by a 
plying what we at Music Makers c« 
"musical psychology" (the physical i 
lationships of sounds, pitches, nuance 
rhythms, meters, melodies and ha 
monies), we are able to invade the u 
conscious of the viewer and affect 1 
human sensibilities; thereby settii 
him up for the commercial's "ha 

Yes, the entire industry is findi 
out what Hollywood found out yea 
ago. A good original music sec 
merits its full screen credit. 

Chet Gierlach, group head, tv-ran 
commercial production, McCann-Ericks 
Inc., New York 

Helps create 



Music is a very important indefina;; 
plus — a third dimension in tv comm- 
cials, since it can effectively augm't 
the selling power of the picture a I 
the spoken word. 

As we all know, there are t> 
sources of music for commercials — (' 
is the "canned" library of bridjs 
mood music and full length compc ■• 
tions; the other is an original sec, 

31 MAY VJ 


ires in tv commercials? 

"tailor-written" for a specific commer- 

II you are using music strictly as 
background, you can certainly find 
some that has been pre-recorded which 
will fit the purpose. But my experi- 

| ence has been that it sounds like ex- 
actly what it is — "canned" music. 
Frequently, by the time you've added 
it to your sound track, it's in its sixth 
or seventh generation and much of the 
quality is lost. Whereas, with an origi- 
nal si ore, what is written, can be re- 
corded and transferred with no appre- 
ciable loss of quality. 

In making a tv commercial you 
naturally hire the best producer, the 

1 best set designer, the best cameraman, 

' the best talent. Why not then secure 
the best music — which in most cases is 
an original score. With this score you 

' can create excitement and motivation, 
emphasize selling points, you can add 
mood, proper atmosphere and heighten 
dramatic effects. 

An original score need not be ex- 
pensive! It can be written just as 

effectively for a solo instrument or a 
symphony orchestra, depending not 
!only on the size of your budget but, 
Imore importantly, on the individual 
characteristic needs of the particular 

M\ feeling is that the most effective 
music is original music, written ex- 
pressly for the commercial in which 
it is used, because it then belongs to 
the commercial and can help create 
>roduct image. 

Steve Elliot, F.lliot-U nger-Elliot, commer 
rial film producers, New York 

Right score 
contains all 
selling points 

o begin with, not every commercial 
ieeds music. In some spots music can 
e a distracting element, especially in 

ponsor • 31 may 1958 

fast-paced, hard sell commercials. In 
those messages which need music, stock 
music is better than no music, and an 
original score is the very best. Let us 
limit ourselves, then, to discussing 
only those which call for music. 

We have come very far from the 
days when music was added as an 
afterthought. Commercials today are 
conceived and written with music as an 
integral and vital part. We have a 
purely personal and perhaps selfish 
reason for wanting original scoring 
in commercials we do. 

It would be absurd to feel that every 
picture we do is a masterpiece, but it 
is disheartening to do beautiful photog- 
raphy and then have music added as 
mere background noise. 

When a spot is specially scored it is 
done to a picture which has already- 
been edited into its rough cut form. 
The composer gets a chance to look at 

the film and study it. His music can 
recreate and enhance the mood as it 
was originally conceived. 

Sometimes, by a stroke of good 
fortune, a piece of stock music will fit 
a commercial, but unless it is abso- 
lutely necessary, why leave such an 
important element to chance? Adver- 
tising agencies have music specialists 
in their employ who can farm scoring 
of films to very talented men whose 
profession it is to do just such music. 

Some special songs and jingles com- 
missioned for commercials have such 
memorable refrains that they have 
practically entered our forklore. 

Correctly scored, a film can have 
every important selling feature high- 
lighted. The music can reinforce and 
complement the sales message. 

An original score may add those 
attributes which make a film distinctive 
and memorable. ^ 



We knew these first TARGET ratings 
would be fabulous! It's just the 
beginning. TARGET is terrific in 
over 100 markets. It still may be 
available in yours. 



, 3C-TV Thurs. 9:00 P.M. 

It s: Wyatt Earp, Perry Mason, 
■ is & Allen. Wells Fargo. Groucho 
1 ;. Steve Allen. Loretta Young, 
>jh Shore, Playhouse 90, Chey- 
t and many others. 

Pulse Apr. '58 


OITV Fri. 9:30 P.M. 

s: Twenty One. Dinah Shore, 
e Allen, The Millionaire, G. E. 
itre. People Are Funny, U.S. Steel 
r, Robin Hood, Big Record. Your 

E N V 

34.8 ▼ 20.8 T 23.5 


KLAS-TV Fri. 9:30 P.M. 

Beats: Lawrence Welk, Father Knows 
Best. Dragnet, Burns & Allen, The 
Millionaire. Climax, Zorro. Studio 
One, I Love Lucy. People Are Funny, 
and many others. 

ARB Apr. '58 

Theatre. Studio One. Zorro, The Mil- 
lionaire, Welk's Top Tunes, Lawrence 
Welk, Big Record and many others. 
ARB Arp. '58 

Tues. 10:00 P.M. 


md tops: Colt .45. Your Hit Parade. 

im Bowie, Alcoa Theatre, Amateur 
ruth or Consequences. Top 
Javy Log and Patrice " 

Pulse Apr. '58 

WUSN-TV Tues. 7:00 P.M. 

23.7 A 17.9 k 19.2 

Beats: $64,000 Challenge. Thin Man, 
Top Dollar, Rosemary Clooney, Studio 
One, Your Hit Parade, 20th Century, 





Why Chrissie slept 

in the basement 

She did it on advice of counsel — conked off 
promptly at eight in the southwest corner. 
Counsel in this case was a weather counsel — 
WOOD-TV's Frank Slaymaker who is looked at and 
listened to with confidence by all WOODlanders. 
When Frank broadcasts in tornado season, it'd be 
well to sleep in the southwest corner of the basement 
out of harm's way — down goes Chrissie and all 
other sensible WOODlanders (including that needle- 
nosed mutt named Xicki. 

If you would have your advertising believed, asso- 
ciate it with people whose word is accepted at face 
value — like WOOD and WOOD-TV personalities — 
like Frank Slaymaker. 

WOOD-TV is first morning, noon and night, 
Monday through Sunday November '57 
Grand Rapids ARB 

WOOD-AM is first morning, noon and night, 
Monday through Sunday -April '57 Grand 
Rapids Pulse 

Everybody in Western and Central Michigan is a WOODwatclier! 



WOODIand Center, Grand Rapids, Michigan 

WOOD-TV - NBC Basic for Western and Central Michigan: Grand Rapids 
Battle Creek, Kalamazoo, Muskegon and Lansing. WOOD - Radio 

- NBC 


Marketing tools, trends, 
research data and trade tips 


31 MAY 1958 

Copyright 1958 

Clairol — a heavy user of syndication — is currently facing a problem that re- 
flects why more cosmetic companies don't use spot film programing. 

Clairol's agency, Foote, Cone & Belding, is looking to replace its current run with Honey - 
mooners in 15 markets, with plans to expand into more markets with a new series this fall. 

But after exhaustive searching, the agency this week was on the verge of concluding: 
a series compatible with a cosmetic company just can't be found. 

However, FCB hasn't given up looking. 

Three more current network series this week became almost definite syndica- 
tion bets for fall. The three : 

1. People's Choice, which distributors are still vieing for. William Morris asking price 
for the 104 episodes: $1 million. 

2. Telephone Time, which will probably end up as a Guild property (although nego- 
tiations are still going on). Number of episodes: 79. 

3. Robin Hood, a minimum of 100 episodes, to be syndicated by Official. 

The number of regional sponsors who spend more than $50,000 on syndicated 
film programing are up 10% over last year. 

The new total, according to TvB figures, is 292 companies. 

Note: More than 65% of the new sponsors are food producers and distributors, utilities 
and banks, brewers and oil companies (in that order). 

Nabisco may drop some of its syndication series to pick up a network show. 

In addition to Sky King, which it sponsors in 104 markets, Nabisco has various syndica- 
tion properties in about 25 markets. 

Plans (through McCann-Erickson) call for a continuation of Sky King, but there's a 
possibility that Nabisco will drop its other series. 

National advertisers currently hesitating on network commitments have becom* 
a prime target for film syndicators. 

A FILM-SCOPE check this week garnered this information: Whenever a network ad- 
vertiser cancels its current schedule, syndicators move in wholesale with a polished, well- 
researched presentation on the advantages of market-by-market buying. 

Although there's been no real activity as yet, all indications still point to a 
heavier use of syndication this year by national advertisers. 

One vivid signpost: the inquiries that have been coming into blue chip agencies from 
clients regarding market-by-market buying. 

Flashes from the film field : It's practically a sure thing CBS TV Film will take Gray 
Ghost into a second year of production . . . CNP's Union Pacific hit the 120 market- 
mark this week . . . BBDO is on the lookout for syndicated series for five of its clients. 

(For further film news see SPONSOR-SCOPE and Film Wrap-up, p. 71.) 

irONSOR • 31 mat 1958 

Key trends and developments 
in marketing and research 


31 MAY 1958 J n the inter-media battle, broadcasters have often been taken to task for going once over 

sponsor publications inc. lightly in researching their markets. 

Last week, two examples of radio station enterprise in market research were brought to 
the attention of advertisers. 

BRAND PREFERENCE: Rollins Broadcasting unveiled a survey of Negro buying habits 
in five markets — New York, Chicago, St. Louis, Norfolk and Indianapolis. Rollins estimates a 
coverage of 3.4 million Negroes with $5.1 billion buying power in the five areas. 

More than 125 product categories covering a total of 3,313 brands are in the report. Some 
brand preferences: 

Shortening — Crisco was the leader in all five markets; Coffee — Maxwell House instant 
led in all five, regular Maxwell House in four out of five; Prepared Cake Mix — Pillsbury 
led in four out of five; Cold Cereal — Kellogg's corn flakes rated No. One in all markets; 
Frozen Fruits and Vegetables — Birds Eye swept the field ; Laundry Products — Tide led 
in four markets, Fab in Norfolk; Toilet Bars — Ivory won in four markets, was shaded by 
Dove in Indianapolis; Cosmetics and Toiletries — Avon showed up importantly in most 
categories, shared honors with Maybelline eye shadow, Jergens hand lotion, Cutex and Revlon 
nail polish; Toothpaste — Colgate by a wide margin; Pain Relievers — Anacin, Bayer and 
Bufferin were strong but Bayer led in three markets; Cold Remedies — 4- Way cold tablets 
showed up best; Soft Drinks — Coke in four markets, Pepsi in Chicago; Cigarettes (men) 
— Camel and Pall Mall were the leaders; Cigarettes (women) — Viceroy and Pall Mall did 

Market researchers will no doubt have some bones to pick over the sampling method 
(respondents were solicited over the air and questionnaires were distributed to civic and social 
organizations). Sample size was considerable: 12,828. 

STORE AUDIT: A bi-weekly store audit covering a dozen chain and independent outlets 
in Baltimore's "urbanized area" has been set up by WITH. 

Cost will be shared by advertisers with WITH clients getting special rates. Store counts 
and reports will be supervised by Sidney Hollander Associates. Data will include unit volume, 
unit brand share, dollar sales and dollar brand shares. 

R. C. Embry, WITH v.p., described the audit as the first made available by an advertising 
medium. Embry pointed out that the Nielsen Food Index provides national, rather than local, j 
figures and comes out six times a year. 

The recession has had contradictory effects on banks. On the one hand savings have been 
rising; on the other, loans have been falling. Either could be used as an argument for increas- 
ing bank advertising. 

There's also room in this area for some missionary work by broadcasters. The percent of 
banks intending to use air advertising dipped slightly this year, according to a survey by the 
American Bankers Association. 

In 1957, 40.5% of banks responding to an ABA questionnaire said they would use radio 
that year. Early this year, the figure was 38.7%. 

Last year 9.1% of banks said they would use tv. In 1958 the figure was 7.8%. 

The lighter fruit drink appears to be making headway in the soft drink field, making it a 
three-way battle with carbonated brands and pure fruit juices. 

One particularly active brand is Welchade, now using, via Richard K. Manoff, network 
tv ("American Bandstand" on ABC TV), radio and newspapers. 

50 sponsor • 31 may 195* 



m more TV-minded. There are 1,701,700 television homes in the Los Angeles Metropolitan Area* — a way- 
e verage penetration of 84%! And that doesn't count the country -leading percentage of second sets — play- 
i, oolside, patio, and portable — owned by Angelenos! £^t 


UllVn ■ It's the one station with a view to the 
Sgelenos look. That's why ROBERT HALL CLOTHES, INC. used KRCA exclusively to make their first big 
session in Television-happy Los Angeles. KRCA CHANNEL 4 • LOS ANGELES-SOLD BY NBC SPOT SALES 

les and Orange Counties. Altogether, KRCA sells in 2,300,000 TV homes in five Southern California counties. 

31 may 1958 


Top 10 shows in 10 or more markets 
Period 7-14 April 1958 







"n™ rank' 

NY. LA. 

S. Fran. 

Chicago Detroit Milw. Mnpls. Phila. Tacoma St. L. Wash. 


1 1 1 


Highway Patrol (A) 


16.4 15.8 


12.5 28.5 12.5 21.9 21.2 28.3 22.2 19.2 

8:00pm 10:30pm 10:00pm 10:30pm 7:00pm 7:00pm 9 30pm " OOpni 



2 2 


Honeymooners (C) 


17.2 11.2 

: 90pm 7 OOpm 



15.5 24.5 19.2 19.5 27.3 16.2 17.5 

wgn-tv ujbk-tv wcco-tv wrcv-tv klng-tv ktvl-tv wvc-tv 
9:30pm 10:30pm 6 :30pm 7:00pm G :30pm 6 :00pm 7:00pm 




Death Valley Days (W) 


12.2 17.9 

7:00pm 7:00pm 


10.9 19.2 29.2 17.2 22.8 30.7 19.5 

9:30pm 7:00pm 9:30pm 7:00pm 9:00pm 9:30pm 7:00pm 

Silent Service (A) 


11.4 7.2 

wrca-tv kttv 

7:00pm 7:00pm 



21.2 20.9 17.2 12.9 13.2 22.8 20.5 19.7 

9:30pm 7:00pm 9:30pm 9 :30pm 6 :30pm 7:30pm 9:30pm 10:30pm 




Sheriff of Cochise (M) 


4.3 16.3 

0:30pm 7:30pm 


17.2 3.9 20.0 17.9 26.3 15.5 

cklw-tv wlsn-tv kstp-tv wcau-tv klng-tv wrc-tv 
7:00pm 10:30pm 10:30pm 0:00pm 7:00pm 7:00pm 


6 I 7 

Sea Hunt (A) 


28.6 13.9 


18.9 15.9 8.9 17.9 27.8 15.9 15.2 

wgn-tv wjbk-tv wtmj-tv wtcn-tv king-tv ktvl-tv «-mal-tv 
8 :30pm 7:00pm 10:30pm 9:30pm 7:00pm 


7 8 

Whirlybirds (A) 


3.9 13.0 

wplx khj-tv 

13.5 8.9 27.5 19.2 16.9 7.3 24.5 16.5 

9:00pm 6:30pm 9:30pm 9:30pm 7:0Opm 7:30pm 1" >m B 90BJD 


8 ' 8 

Cray Chost (A) 


3.2 6.2 


6 :30pm 

6.5 17.5 29.8 17.0 19.4 

wgn-tv wcau-tv klng-tv ksd-tv wtop-tv 
9:00pm 7:00pm 6:00pm 9:30pm 10:30pm 


9 ] 5 

State Trooper (A) 


4.4 7.7 



7 :00pm 

20.2 11.5 24.9 24.9 15.9 7.3 26.5 6.9 

wnbq-tv eklw-tv wtmj-tv kstp-tv wrcv-tv ktnt-tv ksd-tv wmal-tv 
9:30pm 7:00pm 9:30pm 9:30pm 7:00pm 8:30pm 9:30pm 10:30pm 


10 | 10 

Annie Oakley (W) 


9.6 7.2 

6:00pm 6:00pm 


18.5 23.5 18.9 18.5 21.3 21.2 11.9 

6:00pm 0:30pm 0:00pm !> :30pm 6:00pm 6:00pm 7:00pm 


Rank Past' 

Top 10 shows in 4 to 9 markets 

■ I 1 

Doctor Christian (D) 




18.5 10.8 

2:00pm 10:30pm 

2 I 9 

Casey Jones (A) 




6 :30pm 

15.9 4.8 11.9 

7:00pm 7:00pm 7:nopm 

21 20 

2 | 2 

Doctor Hudson's Secret Journal (D) 




11.9 3.8 

10:30pm 7:30pm 

4 7 

Crusader (A) 



11.5 14.0 7.3 

9:30pm 10:30pm 10:00pm 

5 1 6 

Little Rascals (C) 


6.3 10.8 

6:00pm 7:00pm 



6 I 

Decoy (M) 



S :00pm 



7.9 6.7 

9 :30pm 7 :00pm 




7 1 

Captain David Grief (A) 


21.2 14.5 6.5 

7:30pm 6:00pm 5:30pm 


Kit Carson ( W) 



10.2 7.2 21.8 

wlmm-tv vrttl-tr kine-tv 
I2:00rj 11:00am 6:00pm 

9 1 

Tracer (Misc) 



16.9 4.5 12.9 

wvyz-tv witl-tv kid tf 
10:30pm 8:30pm r> :30pm 


Target (A) 




7.5 9.9 13.5 

ivgn iv uiiik iv klro-tv 
9:30pm 7:00pm 9:30pm 

(K) kids; (M) 

vnillratod shims. This should b. 

t months chart. If b 

, true to much * -^ 
rating trend, fa - - 

SPONSOR • 31 MAY 1*8 








New Or. 





1 7 -00pm 


ID 30pm 





0:00,. in 




10 :30pm 










7 :00pm 










• kyw-tv 





10:1111, mi 














10:00i, m 





10:i" in 


111 00, ,„l 



. 20.5 

)p 9 :30pm 


in ::op„i 




7 :00pm 

.. 20.5 











• j-jy*L.<»9fr 


7 :00pm 




1 139 



6 :00pm 















' n ,° r than top 10. 
'• • n. Pulse determ 
•"1 by homes in 
t»tl Itself may be 


31 i 

olitan a^^Wiv 

hay 1958 


mm cm* 


cm Cfq 100,101 

p, Smidley? This 
Cascade TV is a "must" buy with 
our time-buyers. One of the na- 
tion's top 75 markets, it's the big- 
gest single TV buy in the West. 
Where else can you grab an ex- 
clusive, four-station, three-state 
ket? This is it, Smid; all signed, 
ed and delivered by KIMA-TV 
its top-flight network. From 
'II buy Cas- 
the reason 

Quite a market . . . 

Drugs $22,603,000 




These "Six Gun Saturday" ranch hands are riding right into the 

hearts of Jacksonville viewers and corraling top brand results and 


Take a bead on these wild and woolly ratings — 

Sunrise Ranch with Gene Autry — average rating for the hour from 

7:30-8:30 AM was a high riding 77.3.* 

Cartoon Corral — rating for this 8:30-8:45 AM show was a blistering 


Prairie Playhouse with Roy Rogers — the average rating for the hour 

from 9:00-70:00 AM was hotter than a blazing six gun at 22.5.* 
So Pardner, you'd better saddle-up and flip the old sales lariat around one 
minute availabilities on these low cost per thousand shows. 

Call Ralph_ Nimmons in Jacksonville at ELgin 6-3381 or contact your nearest 
They'll be happy to put your brand on these top one 


minute availabil 

*March 1958 ARB R, 

by Pel 


WFGA-TV Channel 12 

■ W ■ \lFl I W Jacksonville, Florida 






"1/<Uce *£ t6e Auntie" 



6 A.M. to 10 A.M. 

This merger brings 

New England's original 

Wake-up man 


New England's original 

Music and News Station 

for an 

Unbeatable Sellin g 






Representee/ Nationally by 



National and regional spot buys 
in ivork now or recently completed 



The Procter & Gamble Co., Cincinnati, is scheduling announci 
merits for its Summer-Sett hair set; it's the product's initial tv drive 
The campaign runs for 13 weeks; minutes and chainbreaks arc licin 
slotted. Frequency depends upon the market. Buyer: Hank Lindei 
Agency: Benton & Bowles, Inc., New York, i Agencj declined t 
comment. I 

Max Factor & Co., Holl\ wood, is entering about 85 markets for it 
new product, Natural Wave. The schedule is for 13 weeks: a gflo 
part of it is made up of minutes in the 20th Century-Fox Hoar, i 
66 markets. Buyer: Jerry Sachs. Agency: Doyle Dane Bernbacl 
Inc., New York. (Agency declined to comment.) 

Carter Products, Inc., New York, is expanding its introductoi 
campaign for its new aerosol-powered toothpaste Sno White Mi 
utes and 20's are being placed, with frequencies varying. Buyer: Ii 
Consier. Agency: Sullivan, Stauffer, Colwell & Bayles. Inc. Ne 
York. I Agency declined to comment.) 

E. J. Callo Winery, Modesto. Calif., is going into 30-40 markets 
push its wines. The 13-week schedule kicks off in June. Minut 
and chainbreaks are being used; frequency varies from market 
market. Buyer: Jerry Sachs. Agency: Doyle Dane Bernbach Em 
New York. (Agency declined to comment.) 

Warner-Lambert Pharmaceutical Co., Family Products l)i\isi< 
Morristown, N. J., is scheduling announcements in various mark< 
for its soda mix. Fizzies. Schedules run for 13 weeks; minutes 
children's shows are being aired. Frequencies vary from market 
market. Buyer: Chips Barrabee. Agency: Lennen & Newell. In 
New York. (Agency declined to comment. I 

The Toni Co., div. of the Gillette Co.. Chicago, is planning a ca 
paign in about 50 markets for its Self and Adorn products. T 
schedules start in June, vary in length. Minutes and 2()'s are bei 
slotted: frequency depends upon the market. Media director: T( 
Garral.randt. Agency: North Advertising. Inc.. Chicago. I \-'m 
declined to comment. ) 


General Foods Corp., Jello Division. White Plains. N. Y., is n 
ning announcements in top markets for its Calumet Baking Powd 
The campaign is for four weeks: minutes during da) time segme 
are being used. Frequency depends upon the market. Buyer 
thur Jones. Agency: Young & Rubicam, Inc., New York. (Ager 
declined to comment.) 

Beech-Nut Life Savers, Inc., Food Division. Canajoharie, N. Y. 
going into major markets in June to promote its baby foods. 
schedules are short-termed: minute announcements during daytl 
segmi tils are being slotted. Frequency varies from market to marl 
Buying has nol begun. Buyer: William Dollard. Agency: Youn; 
Rubicam, Inc., New \ ork. (Agency declined to comment.) 

• 31 MW l'< 

■■■•■"^^^^ BUT ••.You Need WKZO Radio 




6 A.M.- 12 NOON 


Station "B" 

Station "C" 




12 NOON -6 P.M. 




6 P.M.- 12 MIDNIGHT 




To Strike It Rich 

In Kalamazoo -Battle Creek 

and Greater Western Michigan! 

Want more sales in Kalamazoo-Battle Creek and Greater 

Western Michigan? Then tell your sales story to the 

biggest share of the radio audience with WKZO! Pulse 

figures at the left prove that WKZO delivers the lion's 

share of the audience morning, afternoon and night! 

And, look at this! Some of the most impressive ratings 

are for WKZO local shows with up to 41% Share of 

Audience — over twice the share of the nearest 


Get the facts. Ask your Avery-Knodel man. 



Avery-Knodel, Inc., Exclusive National Representatives 

0NS0R • 31 MAY 1958 

Capsule case histories of successful 
local and regional radio campaigns 



SPONSOR: Deaton-Patterson AGENCY: Direct 

Capsule case history: Deaton-Patterson, a quality men's 
clothing store of Memphis, Tennessee, has plenty of compe- 
tition in the Mid-South area. As just one of many retail 
men's stores, Deaton was forced to find a medium that could 
deliver his commercial to customers living well outside the 
metropolitan area, as well as to those in the city. Deaton 
had tried newspaper ads hut with little success, as this type 
of penetration falls off rapidly outside the retail trading 
zone. So, Deaton turned to radio. The store applies an 
unusually high percentage of its gross sales for its ad 
budget — 6' '< — 00' '< of which is devoted to radio. Deaton 
decided on WHBQ and two other radio stations as best 
suited to reach the outlying customers. Three months after 
Deaton began its radio schedule the store had its best month 
in 20 years of operation. Four months later it had doubled 
the volume of the previous year. "Radio has done a tremen- 
dous job for us," said the store's co-owner. 

WHBQ, Memphis 

PURCHASE: Announcements WTRC, Elkhart 


SPONSOR: Zimmerman Service, Inc. AGENCY: Direc 

Capsule case history: Zimmerman Service, Inc., a large 
independent appliance and tv dealer of Elkhart, Ind., ha; 
been a steady user of radio for many years, but recently hac 
been off the air for several months. In April, Zimmermar 
decided to try "operation saturation," a plan formulate( 
by WTRC, Elkhart to buy all available times in all time 
periods, both announcements and programs. The promotioi 
ran for three days, 24 April thru 26 April. The bulk of th< 
store's business came on Saturday, the final day of thi 
radio campaign. According to Lamar Zimmerman, ston 
owner and manager, "We would have had a $3,000 loss fo 
the month of April if we hadn't used "operation saturation.' 
"Sales for the month not only hoisted Zimmerman into th 
black, but exceeded last year's figures for the same montl 
by a considerable margin." Zimmerman was so please* 
that they have scheduled a similar campaign for May. I 
the same results occur as in April, they will re-order. 

PURCHASE: Announcements & Progran 


SPONSOR: Hoffman House AGENCY: Direct 

Capsule case history: Late evening radio has paid off in 
Rockford for Hoffman House Dinner Club and Hoffman 
House Sauces and Dressings. In a recent campaign to an- 
nounce the opening of the Hoffman House Dinner Club, the 
restaurant purchased announcements on WROK's Johnny 
limn it Show, .Monday through Friday, from 10:15 to mid- 
night and a<rain on Saturdays from 10:00 p.m. to 3:00 a.m. 
"On opening night, it seemed as if all Rockford had turned 
"ut for t h«- «rand opening," observed Hoffman House's 
advertising manager. Hoffman has continued to use this 
lat<- evening schedule to promote its Dinner Club and con- 
tinuea to atract a full house nightly. Hoffman also uses the 
Jolimn Brown Show, to advertise its sauces and dressings 
sold at the dinner club and in local supermarkets. In one 
instance a supermarket moved 10 cases of dressing with 
onl) five announcements. WROK is the only medium the 
restaurant uses. "Radio has done a tremendous job for us," 
stated one of Hoffman's executives. 

WROK. Rockford 

PI K'.IIASE: Announcements 


SPONSOR: Sears Roebuck & Co. AGENCY: Dire. 

Capsule case history: The Sears Roebuck & Co. of Scrar 
ton, Pa. had not included radio in its advertising budget fo 
over 10 years, until it purchased a schedule on WGB 
Scranton-Wilkes Barre. When the store planned to sta 
open for a special sale on one particular Monday evenbij 
which it ordinarily does not do, the Sears specials wei 
advertised only on radio. Time was available from 6:0 
p.m. to 9:00 p.m. on Monday night. Sears scheduled 1 
one-minute announcements a day, two days prior to th 
sale and up to 6:00 p.m. of the sale night. Approximate! 
one hour after the store opened, Sears had a full hons 
Virtually every item advertised on WGBI was sold out tw 
hours before closing time. Other items not advertised ah 
received a heavy play. "The campaign was a complete su* 
cess," said Julius Hirt, manager of the store. "It was f; 
beyond our expectations." Following the promotion, Sear 
signed up for an additional campaign of 1,000 spots to 1 
used on a saturation basis throughout the year. 
WGBI, Scranton-Wilkes Barre PURCHASE: Announcemer 

31 MAY 195 

This house has over 571,000 neighbors in Washington 

Talk about a building bonanza ! As of the first of this year, Washington, D. C.'s 
metropolitan area had 571,065 dwelling units — 164,718 added in the last eight 
years alone. That means growth — 36% since 1950. Better than seven out of ten 
of these recent dwelling units were single family homes. That means stability. 
One half of Washington's total dwelling units are only 15 years of age or less. 
That means a young city. It all means a going, growing market for you. * 

Hoiv best to get into all these houses with your sales message? We 
submit that WWDC Radio is as frequent and welcome a visitor as 
you can find. We have been first or a mighty close second in every 
PULSE of 1957 and thus far this year. We have a simple formula — 
to be a listenable station to our audience, and a promotional station 
to our hundreds of national and local advertisers. The mutually 
happy result — ever-increasing listeners for us, ever-increasing 
sales for you. 


adio Washington 

conomic Development Committee, Washington Board of Trade REPRESENTED nationally by JOHN BLAIR & CO. 

onsor • 31 may 1958 


{Cont'd from page 30) 
Merman medle) with a shoddy com- 
mercial. ^ mi must build a commercial 
to lit thai spot." 

But the higher qualit) and greater 
production values in these tv specials 
in turn made it tougher for other com- 
mercial- to match the impact. With the 
current trend toward an abundance of 
a few program types, the need to tailor- 
make commercials that will make a 
unique impression, distinctive and un- 
common commercials, becomes a con- 
stant concern of the advertiser. With 

2D Westerns scheduled for the coming 
season, the problem of product identi- 
fication will be especiall) knotty. 

Off-beat and humorous copy is just 
one approach to the problem of atten- 
tion - getting. Another now -popular 
mean- is the lavish production, the 
musical-comedy commercial like the re- 
cent Knickerbocker beer series 
made 1>\ Robert Lawrence Productions 
l through Compton I . In fact, this big- 
show commercial approach has become 
enough of a trend to warrant speciali- 
zation on the part of some half-dozen 
choreographers who do nothing hut 

Smartest move in Texas is to use 
the only facility covering the 
Beaumont -Port Arthur -Orange area 

of over 1 , 000 , 000 prosperous people. 

lumont Radio & TV 



free-lance commercial consulting now. 

• Increased agency time and effort 
in creating commercials helps justih ii 
commissions. If the search i^ for th. 
unusual, it's for the safe bet at the 
same time. Prior to launching a majoi 
new series of tv commercials thest 
days, agencies are mobilizing higher 
salaried and more expert specialist; 
into the planning, writing and testing 
of commercial concepts. These man 
hours of creative effort look stags i 
ing when pitted against the time it tool 
a writer-producer some fixe years a- 
to grind out new commercials. 

For instance, K&E's Al Tennyaw 
v.p. in charge of commercial produt 
tion, figured out that 15 executives (in 
eluding account men. artists, producer- 
writers) invested 2,224 hours in a ne' 
series of tv commercials that went o 
the air this month. The series include 
nine minute-commercials, fifteen 20'n 
12 I.D.'s, and is expected to fulfill onj 
K&E client's spot tv needs for the no 
four months. I For breakdown 
Compton man-hours on new knickc 
bocker series, see chart on page 30.) 

• Marketing men have established 
beachhead in the creation of tv 
mercials. The high-caliber marketir 
thinking and research that wa- ust 
principally to back up network tv sho 
decisions a \ear or two ago is put in 
the conception of commercials the| 
days. When the going got tough 
Hollywood a few years back, it b< 
proverbial that '"being Hungarian 
no longer enough." Today, being 
top-notch copywriter no longer seer 
to be enough. 

"We've got to be familiar with t 
image of the consumer for our partic 
lar product.'' says Hank Fownes, v 
and general manager of MacMani 
John & Adams, New York. '"For et 
ample. Pontiac was at one time thoug 
of as the workingman's car. Well, o 
most recent research showed that t 
average Pontiac buyer earns s]0.0i 
This isn't the man with the lunchpai 

And this kind of market data is I 
ing marshalled as guidelines for H 
creative department. Usually, the m 
keting and research efforts prect: 
actual conception of a copy theme 
a number of weeks. When the co- 
mercial is written and in storybon 
form, it's frequently farmed back to ,• 
search for double-check and pre-p 
duction testing. 

As clients became increasingly a • 

ious to test commercials prior to • 

{Please turn to page 60) 

31 may 1'8 


tea* *c* wj 



-S^pxstu t &- sea p o rt 

the wor|€P 

Detroit ranks as the United States' second largest 

import-export gateway. The Detroit River 

today is the world's busiest waterway. 

freight than the Suez, 

Panama and Kiel Canals combined. 



It- 11 started when we turned our cameras on the teen-agers 
Detroit and southeastern Michigan, presided over by 
e Young ... 5:00 to 5:30 PM, Monday through Friday; 
Sj|arday, 5:00 to 6:00 PM. 

Some mighty good availabilities still open on this 
nber One afternoon show that's the conversation piece 
n| Detroit and southeastern Michigan. How about seeing 
1 Katz man soon? 

^(7 Pulse 17.4 average 

One in a series of local personalities and features 
complementing the fine CBS Program lineup, that 
make WJBK-TV a vital force in Detroit. 
Basic CBS • 100,000 Watts • Full color facilities 

Represented by the katz agency 

f^l Storer Television 

'QfeptfV WJBK-TV 





Wilmington -Philadelphia 





National Sales Offices: 625 Madison Ave., New York 22 • 230 N. Michigan, Chicago 1, 111. 

(resting large chunks for final produc- 
tion, mam hired outside research help 
to reinforce cop5 decisions. Todaj the 
big agencies are sharpening their own 
methods ol pre-testing commercials to 
avoid infiltration from outside con- 
sultants into tins creative stronghold. 

\\ ill the new emphasis on tv com- 
mercials change the balance within 
agenc) tv departments? 

In some \\a\s. it has already begun 
to do so. For one thing, a new breed 
of "writer-producers" is coming up 
fast in a number of agencies. They 
command higher salaries, have greater 
prestige, and at a top level, sell clients 
di recti). 

\t the department head level, agency 
t\ handling may be headed for a ma- 
or reorganization. A large number of 
big agencies today, including Y&R, 
McCann-Erickson, Compton, K&E, to 
graining and tv commercials responsi- 
bilities from the top down. If the 
creating of effective commercials 
outweighs negotiating for and buying 
of network properties, this division of 
power may cause a shift of balance. 

Sign of the times: the growing num- 
ber of agency v.p.'s in charge of tv 
commercials on the plans board. ^ 


[Cont'd from page 33) 

became one of the first tv food adver- 
tisers, buying spots before and after 
the Dodger games on WCBS-TV. All 
might have gone well except for one 
unexpected development: Hanneil's 
Pepcorn chips turned rancid. 

Convinced, as they say, that tv was 
the coming thing, Landau then went 
to work for Raymond E. Nelson (now 
president of Landau's WNTA), who 
was Hanneil's ad agency. Landau 
worked for nothing in order to learn 
program production; however, he did 
get $5 once when the rear end of a 
horse act didn't show up and Landau 
took his place. 

He left Nelson to try package pro- 
duction and got a part-time job with 
Moss Associates, which is now NTA's 
ad agency. (NTA is sprinkled with 
men whom Landau once worked for.) 
His title was tv director, which didn't 
mean very much since the agency had 
no tv business. However, Landau soon 
brought in wrestling from Chicago on 
WABD and sold the show to De Soto- 
Plymouth dealers. He also bought late 
night movies on WPIX. 

In 1950, Landau went to Emil Mogul 
as head of the radio/tv department. He 
remained there until 1952. After leav- 
ing, he borrowed money from friends 
and produced his 3 fifteen-minute 

He had trouble finding firms to dis- 
tribute the films, however. "I was 
mention a few, have split the tv pro- 
turned down by the best companies in 
the business," Landau said. He set up 
his own distribution outfit, and later 
bought PSI TV from Bernard Procter. 

In December 1953, Landau set up 
National Telefilm Associates, taking 
over distribution rights from Eli Lan- 
dau, Inc., and a few months later he 
was joined by Unger and Harold Gold- 
man, who is NTA vice president. 

Things started to happen fast after 
that. Without going into details, it 
might be apt to point out that, while 
Landau et al drove ahead hard to make 
a success of NTA, it takes two to make 
a bargain. As Landau pointed out in 
describing the events leading up to the 
purchase of the Twentieth Century-Fox 
package: "Unger and Goldman chased 
Spyros Skouras all over the world un- 
til he caught us in New York." ^1 


FinAt Ut F/ieano 

The February '58 ARB reports — 
From Sign-on to Sign-off 
Sunday through Saturday 
KMJ-TV leads with 213 quarter-hour firsts 
while Station A has 158, and 
Station B has 98 





The Katz Agency, 
National Representativt 

31 MAY 195 

Where else in this whole country will you find satellite 
markets that total 33% richer and 50% bigger than the 
metropolitan trading zone itself ? Or a universe that has 
such a big, rich central market and such important 
satellite markets ? 

! else . . . 

- does a central market exert such an economic pull on 
so many specific areas that are retail trading centers 
in their own right ? 

- do you find such a widespread marketing area covered 
from one central point . . . and by WFBM-TV! 

-can you buy just one station with no overlapping 
penetration by basic affiliates of the same network ? 

' here -in Indianapolis on WFBM-TV -can 
you buy more honest market penetration, more con- 
sumer influence, for fewer dollars expended than any- 
where else. Now it will pay you to take another, longer, 
better look! We are proud of our current ARB. 

The Nation's 13 th Television Market 

. . . with the only basic NBC coverage 
of 750,000 TV set owning families. 

only t 

°oW°°° Indianapolis itSelf- Major retail 
area for 18 richer-than-average counties. 1,000,000 pop- 
ulation — 350,600 families with 90% television ownership! 


>•" 12 Satellites -Each a recognized 
marketing area— and well within WFBM-TV's basic 
area of influence. Includes Marion • Anderson • 
Muncie • Richmond • Bloomington • Vincennes • 
Terre Haute • Danville, Illinois • Lafayette • Peru 
• Logansport • Kokomo. 

Represented Nationally by the KATZ Agency 

pNSOR • 31 MAY 1958 

A pictorial relieve of local \ 
and national industry events 

Congratulation! an extended by Harold 
Reiss ' r, > oi I riend H 
to \\ MGM .I.,. Pen i I ripp foi outstanding 
bui i ess ••! -i" ■ ial givi aw ampaign. Of 
four d.j.'a used, Tripp pulled \9f t of response 

Two-time winner! Recipient of McCall's 
Golden Mike for the second successive year 
is Lee Phillip (1.) of WBBM-TV. Station 
uu> cited for public service. Harriet Atlass 
i.i director of public affairs, received scroll 

New fishing forecast show on 23-stati 
Kentucky-Indiana network is discussed bj 
to I.' Ken Hart of WFKY, originating > 
lion: Robt. Boyd, radio/t\ head for spon< 
and Harry Towles. Kentuck) Wildlife De 

.",1 MAI 19 

News and Idea 


A new record has been established 
by electronics manufacturers dur- 
ing the fiscal year 1957-58. 

EIA marketing data policy commit- 
tee chairman Frank W. Mansfield 
reported an estimated $7.5 billion 
level compared with $5.7 billion 
for the previous year. 

Mansfield stated further, at the As- 
sociation's 34th convention that: 

1 1 The electronics industry is about 
S12.5 billion, going over the $11 
billion during fiscal year 1956-57. 

2 i Factories produced tv's at a re- 
duced rate during the current fiscal 
year — 6.1 million units vs. 6.7 million 
units. Offsetting this is a phenomenal 
increase in the radio and phono- 
graph markets. 

3. Sales of home, clock and 
portable radios by the end of the 
current fiscal year will have regis- 
tered a gain of 17% — 10.4 million 
units produced during 1957-58 com- 
pared with 8.9 million for 1956-57. 

The Southern California Broad- 
casters Association sent a protest to 
Congressmen on the proposed Internal 
Revenue Service ruling to subject coop- 
erative advertising expenditures to ex- 
cise taxes. 

The Association claims that the 
plan of manufacturer helping to 
pay the cost of local advertising 
Tor his dealer or distributor, is a 
reat boon for the local retailer. 

RAB's schedule for its 1958 re- 
gional management conferences is 
is follows: 

4-5 Sept.— Ponte Vedra Beach, Fla. 
8-9 Sept.— Palo Alto, Calif. 
-1-12 Sept.— Highland Park, 111. 
5-16 Sept.— White Sulphur Springs, 

W. Va. 
!2-23 Sept.— Sequoyah State Park, 

5-26 Sept.— St. Clair, Mich. 
9-30 Sept.— Princeton, N. J. 

awrence Webb, 

; director 

of the State Representatives Associa- 
tion, made a call to station opera- 
tors to provide accurate informa- 
tion about current national and 
regional spot business by category, 
and in dollars. 

Webb made the plea before the con- 
vention of the Pennsylvania Associa- 
tion of Broadcasters this week. 

The association elected the follow- 
ing officers: president, George Koeh- 
ler, WFIL, Philadelphia; first vice 
president, Cecil Woodland, WEJL. 
Scranton; second vice president. Mil- 
ten Bergstein, WMAJ, State College; 
secretary, Thomas Metzger, WMRF, 
Louistown; secretary, J. Robert Gu- 
lick, WGAL, Lancaster. 

Sig Mickelson, v.p., CBS, Inc., and 
general manager of CBS news, ad- 
mitted that broadcast journalism 
is generally "not as free as other 

In an address before the Connecticut 
Broadcasters Association, Mickelson 
cited superior personnel, more 
original reporting and constant 
peak performance as the prime req- 
uisites for correcting the situation. 


Nielsen's George E. Blechta told the 
Pennsylvania Broadcasters Association 
that the way to produce market cov- 
erage in depth is to complement 
the large number of homes reached 
by tv with the high frequency of 
impact delivered by radio. 

He cited tv's Gunsmoke and radio's 
Ford Road Show for illustration. Said 

"Gunsmoke in one week reached 
more different homes than the Ford 
package reaches in a month, but the 
average home hears many more 
Ford commercials than L&M com- 

Noted Blechta: These characteristics 
of radio and tv coverage are true 
whether the campaigns be national or 

local, and demonstrate that although 
radio and tv do the same thing for the 
advertiser, together they can do it 

Here is the TvB-N. C. Rorabau^h 
reports estimating the gross time 
expenditures for the top 25 na- 
tional and regional spot tv adver- 







Lever Brothers 






General Foods 



Brown & Williamson 



Adell Chemical 



Continental Baking 



Miles Laboratories 



P. Lorillard 






Sterling Drug 



American Home 



National Biscuit 



Philip Morris 



Avon Products 



Andrew Jergens 



Coca-Cola Co. 



Carter Products 



Bulova Watch 



Charles Antell, Inc. 



Shell Oil 



Standard Brands 



Robert Hall 



American Chicle 



J. A. Folger 



Nielsen's latest radio report on the 
scope of broadcasting, dubbed 
Radio '58, highlights these facts: 

• The advertising effort: (a! $11 
billions estimated in total advertising; 
$2.1 billions in broadcast adver- 

• Radio's potential: 3530 radio 
stations including FM; 48.7 mil- 
lion radio homes. 

• Radio ownership: nine out of 
10 homes have at least one radio 

• Home listening: I hour, 55 min- 
utes per home per da) or, 18.7 mil- 
lion families spend 93 million 
hours a day listening to radio. 

• Radio's home reach: 85 out of 
100 radio homes are reaehed at 
some time during the week (up to 
07 of them in a single dav part). 

RAB's president, Kevin B. Swee- 
ney, spotlighted these points at a 
recent hoard meeting: 

1. "Our annual income rate, now 
at $910,000, i> higher than ever— 
we have more members than ever be- 
fore (23 stations have joined RAB be- 
tween L-20 Ma\ i. 

2. "Target income figures will put 
RAB's annual income just below 
the $1 million mark bv Januarv, 

Station switches: WCKR AM & 
FM, Miami, has been purchased by 
Harry Sylk, president of the Sun Ray 
Drug Co.. Philadelphia and William 
Sylk, president of its subsidiary, the 
Wm. Penn Broadcasting Co. . . . 
KPLA, Los Angeles, changes its call 
letters to KBIQ, affiliated with AM sta- 
tion KBIG, Catalina. 

Sponsor-station anniversary: The 
Western Holly Stove division of 
Rheem Manufacturing Co., has signed 
for its seventh consecutive 1000-spot 
annual contract on KBIG, Catalina. 
The company is the station's old- 
est charter sponsor. 

On public service radio: 

• WJBK, Detroit, airs the city's 
rush hour traffic conditions from its 
'Traffic-Copter,' with the man at the 
mike hovering over Detroit's highways. 

• KMOX, St. Louis, is distribut- 
ing tornado-disaster storm cards, which 
explains the proper safety rules for 
cil\ residents to follow in case of 

• WTAG, Worcester, Mass., is 
helping local merchandisers by hand- 
ing out $5 checks to be spent at a local 

Kudos l<>: WBZ, Boston, and 
WBZA. Springfield, awarded for 
outstanding new- coverage l>\ the 
United Press . . . WOW. Omaha, re- 
ceived a merit award for community 
Bervice b) the Ue-Sar-Ben, civic serv- 
ice group . . . The \\ M VO-W^BQ, 
Chicago, new- department received 

two honors from the Illinois Associated 
Press radio and tv awards competi- 
tion . . . KPOL, Los Angeles' News 
Today, chosen by the Associated Press 
as the outstanding radio news com- 
mentary in California; KWKW, 
Pasadena, received a certificate of 
excellence from the same group . . . 
WICC, Bridgeport, presented with 
the Alfred Dupont award for public 

Station staffers: Ben Hoberman, 

named general manager. WABC, N. Y. 
. . . Horace Logan, program director, 
KCUL, Ft. Worth . . . Sol Radoff, ex- 
ecutive v. p. and Oliver West, sales 
manager, WMIL, Milwaukee . . . Rob- 
ert Jones, manager, Denver Opera- 
tions, for the Intermountain Network 
. . . Jerry Friedman, sales manager, 
KOBY, San Francisco . . . Grant Nor- 
lin, named assistant business manager, 
KCBS, San Francisco . . . Beth Rob- 
inson, sales representative, KRHM- 
FM, L. A. . . . G. Max Kimbrel, sta- 
tion manager, W-GTO, Cypress Gar- 
dens . . . Jack De Mello, general 
manager, K-FOX, Long Beach. 

More on the move: Irving Phillips, 

becomes v. p. and general manager and 
Frank Crane, executive v. p., KDAY, 
L. A. . . . R. Peter Straus, elected 
v.p. in charge of programs, WMCA, 
N. Y. . . . George MaMas, local sales 
manager, WCUE, Akron . . . Bob 
Runyon, news director, WKMH. Dear- 
born, Mich. . . . John Box, Jr., ex- 
ecutive v.p., Balaban Stations . . . Wil- 
liam Sharton, director of national 
sales, Public Radio Corp. (KIOA & 
KAKC, Tulsa) . . . Sidney Gaby, pro- 
gram director, WGR. Buffalo . . . Wil- 
liam Gailmor, news editor, WPEN, 
Philadelphia . . . Carlos Montano, 
sales manager, KOOL, Phoenix . . . 
Jim Passant, to the publicity -taff. 
KYW & KYW-TV, Cleveland . . . Stu- 
art H. Barondess, former national 
sales manager, Dalworth Broadcasting 
Co., named station manager, KCUL, 
Ft. \\ orth-Dallas. 

Also appointed: P. Edward Eich- 

er, named v.p. and general manager, 
WSAI, Cincinnati . . . Victor Buchan- 
an, to the sales staff, WCCO. Minne- 
apolis-St. Paul . . . Jack Decker, ra- 
dio program director, WVET, Roches- 
ter .. . Sidney Gaby, program direc- 
tor, WGR, Buffalo . . . Seymour 
Whitelaw, appointed sales manager, 

KCBS, San Francisco . . . William 
Mullen, national sales manager, the 
Hildreth Network . . . Allen Doran 
and Ron Tomsik, account executives, 
KOBY, San Francisco . . . Frank Gia- 
nattasio, sales representative, W0V, 
New York. 


The opening of NBC's $4 million 
structure housing its radio and tv 
stations in Washington was a spec- 

The ceremonies were highlighted bv 
President Eisenhower, speaking 
from the main studio of WRC-TV 
to 400 guests, representing al 
branches of the Federal government • 
the communications industry and th< 
civic and business life of the Washing 
ton area. 

Colorcasting emphasized the cere 
monies, with WRC-TV now housin< 
the most modern color facilitie 
ever installed in a tv station. 

According to Robert W. Sarnoff 
president of NBC, "These new facili 
ties will make it possible to show th 
whole nation, in living colors, th 
events, personalities and scenes of ou 

TvB's January- April report sho^ 
a 7% jump in average evening pn| 
gram audience, and a 14 r i jump i 
average daytime audience for the fir: 
four months of 1958. 

Another opening: 

WSYR-AM-TV, formally opens i 
ultra-modern broadcast center — tl 
enly one in Syracuse — the week 
22 June. 

It will bring together, for the fir 
time, all company operations under 
single roof. 

Among the innovations: (1 
cameras will be ahle to roll froi 
studio to studio through speci; 
doors — thereby permitting the use ■ 
both studios for a single program: 11 
the large studio contains a 24-fo< 
turntable for use in displays. j 

The new setup also includes 40,0< 
square feet of space, a videotape i 
corder, five camera chains, three fil 
chains and three radio studios. 

The latest site of the dispute ov 
tv-radio coverage of state legisl 
tines is Louisiana. 

WDSU Broadcasting Corp.'s e 

31 MAY 19 

ecutive v.p. and general manager Rob- 
ert D. Swezey challenged the decision 
of the Legislature to go into secret ses- 
sion for considering teacher's salaries. 
"As broadcasters concerned with 
freedom of information," Swezey said, 
"we are shocked with the Legislature's 
decision to shield its deliberations from 
the public and the press." 

Promotions, contests and stunts: 

• WTOP-TV, Washington, pro 

motes its summer viewing via its Cool 
78 project referring to 78 outstand- 
ing motion pictures to be shown on 
The Early Show and The Late Show — 
and a Cool 78 contest. Viewers are 
asked to complete, "I like to spend the 
summer at home because . . ." 

• KVAR, Phoenix, is currently 
running a tv type 'commercial' in the 
city's newspapers to announce a time 
switch of its late movie. The dramatiza- 

1 tion notes the 'earliest late show in 
the area allows viewers to see a 
good picture and still get a good 

' night's sleep. 

, More on fighting the recession : 
KDKA-TV, Pittsburgh, is kicking 
off its "Now is the buy word" cam- 
paign with a half-hour weekly show 
called What's The Outlook . . . WJBK- 
TV, Detroit, gives free time for auto 
dealer interviews, by donating spots 
land I.D.'s in the 'Keep Detroit 
'Dynamic' effort. 

Increased power: KPAR-TV, 
^bilene-Sweetwater, now operates 
foil increased power of 145,000 watts, 
fideo and 72,500 watts, audio, as ap- 
proved by the FCC. 

vudos: KRON-TV, San Francisco 

' nd KBET-TV, Sacramento, cited 

by the California Associated Press 

Udio and TV Association for out- 

'tanding news programing . . . 

k.RNT-TV, Des Moines, presented 

ith the Washington Freeman Peck 

ward by the Iowa State Medical So- 

iety ... The Jefferson Standard 

broadcasting Co. (WBT, WBTV, 

BTW ; Charlotte) receives the De- 

irtment of Defense Reserve award. 

hey were appointed: J. Robert 
ems, named v.p. and managing di- 
ctor, WAGA-TV, Atlanta . . . Rich- 
rd Kepler, station manager, WJMR- 
( Please turn to page 70) 

ONSOR • 31 MAY 1958 

,:: ? '• 



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What's happening in U. S. Government 
that affects sponsors, agencies, stations 


31 MAY 1958 

Copyright 1958 

The glamour names reeled off during the newest tv case under probe by the 
House Commerce Legislative Oversight subcommittee must take second place with 
respect to industry attention. 

If even half of the unsupported allegations in this case are proven, the FCC will be 
shaken apart. 

The glamour names include President Eisenhower, Sherman Adams and cabinet members, 
Republican Congressmen and one Senator, G.O.P. National Chairman Leonard Hall. 

Outlined, but with no part proven at this writing, was a giant conspiracy involving 
Springfield Channel 2 and three St. Louis channels. 

WMAY won Springfield Channel 2 in a contest with Sangamo Valley TV. That is plain 
and on the record. Then come the allegations: 

• That WMAY first opposed the shift to Channel 2 to St. Louis in the Springfield deinter- 
mixture proceeding. 

• That it thereafter withdrew most of its opposition and contented itself with asking that 
UHF Channel 36 be assigned to Springfield in place of the Channel 39 which the FCC pro- 

• That this was because KTVI was on Channel 36, would get 2 if there was a straight switch. 
(The inference being there was a deal.) 

• That CBS, which had won Channel 11 in St. Louis but faced court appeals, bought Chan- 
nel 4 from its St. Louis affiliate for one-fourth of the value of the station ($2,500,000 was the 
price). (Channel 11 went to a merger of all but one of the losing applicants). 

• That the St. Louis Globe-Democrat, part owner of Channel 4, bought into KTVI. 
Eisenhower, Brownell and Summerfield were said to have been approached for help by 

officials of the Globe-Democrat when the newspaper was seeking Channel 4. Adams was shown 
to have taken an interest in the Channel 4 case, but there was no evidence that he took any part 
other than inquiring about the status of the case. 

Further allegations brought out by the probe: 

• That Commissioner Robert E. Lee first voted for Sangamo Valley, which had received the 
initial decision and the backing of the broadcast bureau. That after a lunch with House Mi- 
nority Whip Les Arends (R., 111.), he had come back steaming mad because nobody had told 
him Sangamo was a bunch of New Dealers. He is said to have switched his vote. 

• That Sen. Everett Dirksen (R., 111.) had told Sangamo principals that G.O.P. National 
Chairman Leonard Hall had been active on behalf of WMAY. 

• That convicted embezzler Orville E. Hodge, formerly auditor for Illinois, has been the 
"fixer" who arranged for the political support for WMAY. A check for $1,000 from Hodge 
to Hall was found. It was from the famous "brown envelop" bank account in which Hodge 
kept funds allegedly embezzled from Illinois. Both Hall and Hodge called the $1,000 a routine 
political contribution with no connection with the case. 

Though none of the allegations had yet been proven, subcommittee chairman Oren 
Harris (D., Ark.) was obviously quite confident proof would be forthcoming. Subcom- 
mittee counsel Robert Lishman did promise proof. 

Harris said the reasons the FCC gives when it awards a TV channel to one applicant over 
another are just so many words. He said the FCC actually decides these cases on the basis of 
illegal off-the-record representations by contestants and political pressures. 

Meanwhile, the Boston Herald-Traveler had set the stage for a court test of the 
subpoena powers of Congress. In the Boston Channel 5 case, which is supposed to provide 
new and perhaps bigger scandals, it was the winning applicant. Here Sherman Adams influ- 
ence is again alleged. The Harris subcommittee subpoenaed the Herald-Traveler records. The 
newspaper refused to deliver. 

• 31 may 1958 

A round-up of trade talks, 
trends and tips for admen 


copyriBht 1958 A Park Avenue agency buyer was floored this week by the aplomb with which i 

sponsor publications inc. station wrote him, "How about sending us some business?" 
Enclosed with the note was a local rate card. 

Another example of how fortunes are growing out of tv: 

Ampex stock which was bid at 38 a /i when the company unveiled its videotape machine 
at the 1957 NAB convention, this week stood at 67 bid and 69 offered. 

The troubles plaguing one of the major agencies on two food accounts 
drug-toiletries account largely stem from an age-old oversight: 

The agency ignored the key men while they were on the way up. 

NBC TV has indicated to fall sponsors that it might be wise to limit film package 
contracts to 26 weeks. 

The idea: If the series shows no signs of clicking, another can be substituted in 

Matty Fox's C&C TV Corp. apparently doesn't care whether Warner Bros, 
foundations renews its barter deal for another year. 

Fox has his recently-absorbed Hazel Bishop enterprise in the wings ready to take 
over the Warner spots. 

Chrysler is suspending the Monday night Lawrence Welk Show for the summer. 

The report in the auto trade is that the money thus saved will be passed on to 
dealers as an added sales allowance. 

The Saturday night Welk session stays as is. 

Source of a continuing game of wits between ASCAP auditors and station li- 
censees is the value to be placed on merchandise acquired in trade-for-time deals. 

ASCAP contends the yardstick ought to be the time's value according to the rate-card. 
Counter the stations: We get the stuff far under the list price, and this factor ought to 
be considered in arriving at the true value of the exchange. 

The problem is important because many ASCAP licenses are based on a percentage M 
the proceeds from programs using ASCAP music. 

Here's what has been keeping agencies from getting early decisions on net- 
work tv commitments for next season: 

Because of the money involved and the length of the commitments, the decisions in mam 
cases have to be passed on by company directors as well as the chairman. 

The directors are faced with this specter: If things don't pick up, a longterm network I 
deal would block the age-old procedure of cutting back advertising to improve the 
profit picture. 

sponsor • 31 MAY 1'8 

What's more this big NUMBER ONE is built upon a solid foundation of growth confirmed by all three 
' rating services. KFWB's share of audience* is UP 47.7% in Hooper ... UP 44.8% in Nielsen ... UP 
34.7% in Pulse. You'll agree too that color radio KFWB is the number one buy in Los Angeles. ROBERT 
M. PURCELL, president and general manager. Represented nationally by JOHN BLAIR & CO. 

Total Rated Time Periods: Hooper, Sepl.-Hov. '57 to Mar.-April '58; Me sen. Dec. '57-Jan. '58 to Feb.-Mar. '58; Pulse, Koi.-Dec. '57 to Mar.-April '58 

PONSOR • 31 MAY 1958 69 


I Cont'd from page 65 I 

l\. New Orleans . . . Bill Exline, 
.-ale- manager KIRO-TV, Seattle . . . 
Charles Ashley. news director, 
\\ SI N-TV, SJ Petersburg . . . Jac 
LeGoff, to the post of news editor- 
manager, WJBK-TV, Detroit. 


MBS introduced a simplified tech- 
nique for determining station 
clearances for network advertisers. 

It's designed to cut costs at the sta- 
tion level and speed the flow of accu- 
rate information to agencies. 

Armand Hammer, Mutual's presi- 
dent, explained the operation: 

1 l "The new system we are us- 
ing is comparable to the perpetual 
inventory systems so effectively 
used in business and industry. 

2 l "MBS stations are only required 
to file with the network any deviations 
from affidavits submitted semi-annu- 

The fall tv network season is shap- 
ing up gradually, with these latest 
new orders reported: 

\\U : E.S.P. premieres 11 July, 9- 
9:30 p.m., sponsored by Chese- 
bi ough-Pond's Vaseline brand prod- 
ucts and Pond's beauty products. Mc-E 
is the agencj . 

(IBS: Sports Page debuts 7 June at 
1 :45 p.m.. preceding the Baseball 
Came of the Week. General Mills 
sponsors. Knox Reeves is the agency. 

NBC: Peter Gunn will fill the Mon- 
da} 9-9:30 p.m. spot this fall. Bristol- 
Myers sponsors, through DCS&S . . . 
// heaties Sports Page will precede ma- 
jor sporting events this fall. General 
Mills sponsors. (See ADVERTIS- 

Five advertisers have placed $7 
million in gross NBC TV daytime 
business this week. They are: The 
Alberto-Culver Co.; Chesebrough- 
Ponds; the Menthol at um Co.; 
Standard Brands; and Miles Labs. 

Summer replacements: The Investi- 
gator, (NBC TV) hour. live, color mvs- 
tcrj show sits in for the Fisher-Gobel 
Show. Sponsors include RCA, Whirl- 
pool, and L&M . . . Also on NBC TV 
this summer. Buckskin, a western se- 
ries replacing the Ford Show, spon- 
sored by Ford. 

Pay-off tip: 


. . . WSIX-TV 


Nashville's No. 1 Value 
and going places fast 

Talk about a market rise! WSIX-TV has 

really broken thru the top with an 

audience gain of more than 30% in 4 

months.* At the same efficient rates, 

Channel 8 is the blue chip buy — both for 

present value and future appreciation. 



Renewal : The Continental Baking 
Co., for another year on The Houm 
Doody Show — alternate weeks (NBC 
TV). Agency— Ted Bates. 

New affiliates: For ABC, KART 

Radio, Jerome, Idaho . . . For the 
Keystone Broad easting Svstem: 
WAXE, Vero Beach. Fla.: WMNC. 
Morgantown, N. C; WEEB, Southern 
Pines, N. C; KWPR, Claremore 
Okla.: KTIQ, Tahlequah. Okla.; 
WEER, Warrenton, Virginia. 

Ohio State University awards to: 
CBS radio, for Update, public af 
fairs series; A Chronicle of Terror. 
actuality report; and the network- 
coverage of the 1957 National Bo\ 
Scout Jamboree. 

NBC-TV, for Assignment South 
east Asia, as the best public affairs pro 
gram on tv. 

Network personnel: George Bris 
tol, appointed operations director 
sales promotion and advertising. CB^ 
TV . . . Richard Golden, director 
sales presentations. CBS TV . . . Mor 
Rubenstein, art director and Marvii 
Fuehs, production manager for th 
advertising and sales promotion dt 
partment, CBS TV. 


The California Oil Co. hum. In • 
this week, a saturation campaig 
to introduce its Chevron Gasolin 
to the East. 

This brand was sold under the nam 
of Calso in the marketing area extern 
ing from Maine to N. C. ChevroD 
presently in 13 Western markets. \ 

The company will use a cartoo 
character to sell the new brand i 
this $2 million campaign. On 
minute spot tv commercials ami pri 
will lie used, with the campaign CO 
tinuing thru the end of the year. 

BBDO is the agencv. 

Wheaties, which was associat* 
with sports for many years, r 
turns to that field this month wil 
an advertising budget reaching ' 

The company will utilize scripl 
sports programs prior to major 
games. The campaign emphasizes: 

1. Wheaties is new — crisper. 

2. Wheaties is projected toward adu 
as well as children. 

3. Wheaties is back in sports. 

31 MAY 19 

The FTC announced that the fol- 
lowing companies have entered in- 
to stipulation agreements to dis- 
continue certain claims considered 
illegal by the FTC: 

The Plough Co., for T-Tone Rub; 
The Chattanooga Medicine Co., for 
Soltice; A. W. Curtis Labs, for Cur- 
tis Rubbing Oil; Standard Labs, for 
Sloan's Liniment; and the Denver 
Chemical Mfg. Co., for Dencorub. 

Promotions and campaigns: 

• Pharmaceuticals introduces its 
latest product — Devarex, a relaxant 
in capsule form. Starting in mid-July, 
it will be nationally advertised on 
Twenty-One, To Tell The Truth, and 
The Original Amateur Hour. 

• Instant Butternut Coffee and 
KMTV. Omaha, have launched an un- 
usual advertising-promotion campaign 
utilizing the 550-foot station tower, 
which is visible for 15 miles when lit. 
'ailed. "The Instant Butternut 
^ eather Tower," it gives city resi- 
dents the weather outlook at a glance. 

| This is also promoted by a spot tv 
: campaign. 

• Colgate's Halo Shampoo 
launches a new tv campaign. Male, in- 
stead of female stars, and a new Halo 
song will be used to attract the wom- 
en. The campaign breaks with such 

i stars as Peter Lawford, Farley Grang- 
ei. Jimmy Rogers, Tommy Sands and 
John Saxon. 

• B. T. Babbitt's ad agency, 
Brown & Butcher, stimulated re- 
demptions on a nation-wide coupon 
mailing campaign for Babbitt, via tv 
1 ■oimiiercials aimed at the housewife. 

a ere carried on WFIL-TV, Phila- 
delphia's Features For Women Show. 

They were appointed: Robert T. 
Engles, elected to the board of direc- 
ts. Creamer -Trowbridge Co. . . . 
John Beidler, named v.p.. Dravo 
Oorp. He will head-up all sales, mar- 
\eting and new product activities. 


Khile there was still little activity 
>n sales of fall product this week, 
hose series already in syndication 
vere moving rapidly. 
Ziv's Target sales have reached 
38 markets, with recent sales in- 
• Thorpe Finance Co. (through 

31 may 1958 

Klau-Van Pieterson-Dunlap) purchased 
the series, which stars Adolph Menjou, 
for a 52-week stint in six Wisconsin 

• Boyle-Midway (through Geyer) 
bought the series on alternate weeks in 
St. Louis and Dallas, for Aero-Wax 
(Turns, in St. Louis, and Schlitz, in 
Dallas, will co-sponsor j. 

• Kroger Stores has added two 
more markets to one already purchased 
for Target. 

CNP has boosted sales on Union 
Pacific to a total of 120 markets. 

Most recent sales include Lee Opt 
cal Co., which added nine Texas mar- 
kets to six already purchased; T. G 
Lee Dairy, for Orlando; Safeway 
Stores, for two Montana markets; Can- 
ada Dry, for Charlotte, S. C. 

Six new sales were recorded for 
Telestar's Topper series this week, 
bringing the total to about 100 

Sales in 27 markets have brought 
RKO TV's new Showcase Package 
of 18 predominantly post-'48 features 
almost to the $1 million mark, in the 
past two weeks. 

The entire Warner library has been 
purchased by the Newhouse o-o's in 
Syracuse and Birmingham. 

AAP also reports two new sales of 
the Vanguard and Jupiter packages; 
one of the Warners Bros, cartoons; one 
Popeyes sales; and the sale of the en- 
tire Gold Mine Library of 800 non- 
Warner features to WWLP, Spring- 
field, Mass. 

Screen Gems' Son oj Shock fea- 
ture group of 20 films has been sold 
to date in 25 markets — all stations 
which have previously had the original 
Shock package. 

Re new series: United Artists' first 
tv entry will be a drama anthology 
starring Mercedes McCainbridge, en- 
titled The Young in Heart . . . Tele- 
star Films is prepping three new 
shows for syndicated selling: an 
adventure series, with around-the- 
world locations; a social documen- 
tary, to be filmed in California; 
and a musical series, also Califor- 
nia-produced . . . CNP launched sales 
of Danger Is My Business, a documen- 
tary series, this week. 

Public utility sponsors of syndi- 
cated series have increased by 


. . . announces 

the opening oj 

headquarters in 

New York City 
for — 

• packaging 

• financing 

• distribution 

of selected films 

for television 


15 East 48th St. 
New York 17, N. Y. 
Murray Hill 8-2636 

Dependable service to 

TV Stations on Films 

of Unusual Interest for 

Viewers of All Ages. 

}{7 f \ in the past two years, ac- 
cording to a recent Ziv analysis. 

Ziv'a figure comes from a check of 
its own film sponsors. It compares with 
a I' 1 ', rise in the number of food 

Ien Hundley, to the syndication force 
of Gross-Krasne as southwest division 
manager . . . Herbert B. Pearson, 
appointed eastern division manager, 
Guild Films . . . Bernard Weitzman, 

sponsors and a 38% increase in drug to Desilu Productions as v.p. in charge 
sponsors. of business affairs 

ABC Film held sales meetings this 
week to organize for the big summer 
selling push. 

Speakers included president George 
Shupert, Phil Williams and John 
Burns, sales v.p.'s, and Leonard H. 
Gohlenson, ABC-Paramount head. 

Guild Films reports a loss of $463,- 
228 for the fiscal year ending last 27 

The company attributes the loss to 
some $2.2 million in income that was 
eliminated due to contract cancella- 
tions and more than $500,000 in ac- 
counts receivable which had to be writ- 
ten off as uncollectable. 

In announcing a new sales policy for 
Guild, president John Cole made these 

• Guild plans an enlargement of 
its barter operation. 

• The company will give up pro- 
ducing solely for syndication. Be- 
fore undertaking any production, he 
stated, Guild will concentrate on sales 
to national sponsors. 

In the foreign markets: A total of 
41 program sales have been made by 
Screen Gems in Latin America since 
the first of the year. Sales include: 

• Nine sales in Cuba (Rin Tin Tin, 
All Star Theater, Circus Boy, 77th 
Bengal Lancers, Father Knows Best, 
Tales of the Texas Rangers, Jet Jack- 
son, Jungle Jim and Suspense). 

• Eight sales in Puerto Rico. 

• Six sales in Argentina. 

• Four in Venezuela. 

• Others in Guatemala, El Salvador, 
Mexico, Panama, Colombia and Brazil. 

In addition, reports international di- 
rector Bill Fineshriber, 218 additional 
hours will shortly be dubbed into 
Spanish, making a total of 600 Span- 
ish-dubbed half-hours of Screen Gems 

Strictly personnel: Lester Krug- 
man has hern named executive direc- 
tor of advertising, promotion and mer- 
chandising. VI \ . . . \lcx Sherwood, 
named south and southeast account 
exec. ABC Film Syndication . . . AI- 

Martin Roberts, NTA promotion and 
sales service director, left this week for 
three weeks in Europe . . . Howard 
Kany, CBS Newsfilm manager, elect-